ABSTRACT
Let's say you have $30 million to spend on sales and marketing this year. Should you invest it in the field sales force, a shiny new call centre, an improved and expanded reseller channel, or perhaps on a superbowl advertising blitz? Maybe the money should go into a new strategic alliance program or an experimental channel such as the Internet. What is even the basis for making this kind of decision? Is it:
The anticipated revenue contribution of each channel?
The expected cost of each channel?
Funding levels carried over from last year, along with a small amount of ‘entrepreneurial capital’ thrown at new, alternative channels?
A ‘gut feel’ about where to spend the money, based on historical experience?
