It’s that time of year again for many of us. You know what I mean – budgeting season!! The season when marketers everywhere outline the costs of addressing the critical marketing needs of their respective organizations. They carefully develop strategies based on thorough analyses of divisional needs and recommendations by organizational leaders and front line staff. After the strategic plan is drafted, marketers prepare the budgets needed execute their comprehensive and well developed plans. They secure cost estimates for accuracy, trying to keep expenses to a minimum.

It’s that time of year again for many of us. You know what I mean – budgeting season!! The season when marketers everywhere outline the costs of addressing the critical marketing needs of their respective organizations. They carefully develop strategies based on thorough analyses of divisional needs and recommendations by organizational leaders and front line staff. After the strategic plan is drafted, marketers prepare the budgets needed execute their comprehensive and well developed plans. They secure cost estimates for accuracy, trying to keep expenses to a minimum. Like good soldiers, marketers prepare to defend their recommendations in budget meetings. The marketers are ready. Then they hope for the best. After months of preparation, they wait for what seems inevitable in today’s economy; that word we all hate with unbridled passion – CUTS!

Ouch! I hate budget cuts! You know that every dollar you ask for is important. You also know that each dollar cut means more work for you and your team. You know that even though money is removed from the budget, the initiatives those dollars support in the strategic plan may not be. You know that this means you still need to generate results, but without the necessary resources to do so efficiently. It’s a painful reality. Sound familiar?

I hope you take some comfort knowing that we all go through it. But I’ve got three words that you need to live by in today’s economy: BE – THE – HERO. Every good marketer knows that more often then not, there are multiple ways to achieve strategic goals. Yes it can sometimes be painstaking and force you to think beyond the bullet points in your strategic plan; but there are so many different marketing channels at your disposal in today’s high tech world, that a little creative thinking, professional learning and fly-by-the-seat-of-your-pants know how will almost always get you through. Marketers, who are not constantly looking for alternatives, listening, reading and taking advantage of the relationships they’ve built throughout their careers, are not earning their paychecks.

Can it be challenging? Yes. Can it be stressful? Yes. Can it be frustrating? Yes. Can it be exhilarating and rewarding? Yes, yes, yes!

We would all prefer to have unlimited budgets to help achieve our organizations’ strategic goals. Who wouldn’t? I’m quite confidant that with millions of marketing dollars I could make my company king of the proverbial hill! However, it is only as a result of not having what you think you need that you’re forced to find new ways to achieve your objectives; which by the way, also improves your value to your employer and stakeholders. After all, necessity is the mother of invention, isn’t it? You listen – you learn – you find a way to make it work – you succeed – you become the hero.

While it might be another tough budgeting season; this is your turn to be the hero. Accept the role.