As many marketers now know, Zero Based Budgeting (ZBB) is a budget setting approach based on questioning and evaluating each marketing investment choice for the business value it adds – without regard for historical budgeting. This means building activity plans and fresh budgets, spending only on the most efficient choices that deliver the highest ROI, and cutting away (or rather, choosing not to spend on) the rest.
However, it is not always executed in the right way, and often the frenzy of cost cutting measures, in an attempt to hit cost targets, results in a risk of cutting away long-term...