Large corporates have a lot of ‘waste’ and are generally terrible at time management and bootstrapping. Why?

Obasa Olorunfemi
2 min readDec 17, 2019

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Why cant there be no marketing underspend, the mindset here is, the marketing budget must be completely spent. Why?

There is a piece of the picture you are missing. Corporations try to optimize cost, yes but budgets holders need to keep an impression. If you request €5m for marketing in a year but spend only €3m, you have indirectly told the board that you over-budgeted. This means three things:

  1. The next time/year when you present another budget (smaller or not); you are likely not going to be taken seriously and have your budgets slashed mercilessly. Afterall, you barely spent 60% of your budget the other day.
  2. That money that you held on to for a year could have been redeployed to other areas of the company and been put to use more efficiently and effectively. Instead, you held on to it (See the parable of the talents and the guy with the one talent). You could be sanctioned.
  3. When you finally need the money or really need to increase spend either at the beginning of the year or later, it will now be far more difficult to get and defend such money than it was at the beginning. For this reasons, budget holders try to maximize spend.

What If you have a decent track record and great rationale, Management would give you more spend when it’s necessary, No?

Actually while this is possible, You will have to PROVE the budget efficiency over time. Time you may not have. Instead, maximize spend but consistently over-deliver on KPIs. That makes more sense and achieves the same thing with less stress and less energy in less time.

All the best.

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Obasa Olorunfemi
Obasa Olorunfemi

Written by Obasa Olorunfemi

Solving problems at the intersection between design, strategy, policy & product. The rest is in my profile.

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