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for Marketing leaders

In today's video I explore one of the most important internal conversations many of you are facing right now: how to sell the value of marketing inside your organisation.

This isn’t about tactics, it’s about influence. Influence at leadership level. Whether you're pitching for more budget, fighting for visibility at board level, or simply trying to maintain investment during leaner times, the way you frame marketing’s value is absolutely critical.

The inspiration for this session came from a recent post by Thomas Haynes (our Director of Strategy at Optix), where he ran through the concept of Double Jeopardy in relation to Marketing.

This law explains why keeping a flat budget year after year doesn’t just stall growth, it can actually drive decline, a very useful story to tell internally. In the video, I unpack that idea and then I share a major upgrade to our Marketing Budget Calculator, now built in Claude’s Artifacts.

It’s such a cool tool and I would strongly encourage you to try it out and use it internally. I know a lot of our clients have already started to do just this.

I guess this video is part inspiration, part armament. If you're preparing for internal budget reviews or struggling to defend your existing spend, this one will give you the theory, the tools, and the confidence to push back with credibility.

✅ What you’ll learn from watching the video

🔁 Why flat marketing budgets are dangerous for non-market leaders

📉 How the Law of Double Jeopardy applies to brand decline

🧠 Why you must invest disproportionately to stay relevant

🧮 How to use the upgraded Marketing Budget Calculator

🧰 What’s coming next to help you sell the value of marketing internally  

Enjoy!

Your Action(s):

This is a video to reflect on how you could use the learnings from it to create a positive narrative about the importance of marketing and the budgets you need. I hope to create many more like it for you over the next year. 

Here are a few specific actions I would take:

🗣 Use the “Law of Double Jeopardy” as a discussion point in your next internal marketing meeting.

📊 Try out the new version of the Marketing Budget Calculator to see if you're under or overfunded.

📥 Save the summary insights from the calculator as a slide for internal use. Present a number of different scenarios to your board/leadership. Remember this isn't Optix' view, this is created from years of research.

📚 Revisit your own budgets against your market share and competition - are you truly keeping pace?

🧭 I'm working with Thomas on this topic regularly so watch out for more helpful advice and tools to help your messaging.
 

Next Video Due - Friday 03rd October