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Zero-Based Marketing (ZBM) Value Proposition

OYO.Digital Solutions are Constructed around ZBM principles

“…Zero-Based Marketing is a comprehensive approach that extends Zero-Based Budgeting principles to marketing categories across the enterprise – it can uncover opportunities for savings worth 10 to 25% of spending in certain categories, and these funds can be reallocated to higher-value areas.” for companies to reassess their level of marketing spending, where costs are allocated, and ROI by category. (source McKinsey)

Fail to Plan, Plan to Fail

ZBM @ the center of all your marketing budget planning, cost, and performance improvement efforts

Companies are increasingly tying the role of marketing directly to real business outcomes, putting CMOs and marketing leadership teams under immense pressure to perform and be held accountable for overall business growth.

With the complexities of today, optimization cannot be achieved in corporate silos. We cannot rely on yesterday’s results to guide today’s or tomorrow’s actions. Once your organization adopts ZBM, you will be equipped to make fact-based, data-driven decisions that boost sales, reduce waste, and accelerate improvement year after year. ZBM approach simply requires marketers to re-examine their current practices and processes and to “zero out” those practices and processes that are not working. ZBM offers an enormous opportunity to provide a more intelligent framework to find, message, and engage new business prospects and to more effectively enable growth (arguably the most important aspect).


Why ZBM is a Viable Post-Pandemic Option Worth Considering?

“The Secret of Change Is To Focus All of Your Energy Not on Fighting the Old, But on Building The New.”


Preparing For the Future

OYO’s Zero-Based Marketing Key Considerations 

The future is Hybrid Marketing, requiring CMOs and their media teams to define how online and offline channels work symbiotically by erasing the barriers between digital and traditional media budgets, planning and activation is essential; ZBM creates an adaptable and more integrated approach to channel planning, orchestration and optimization to respond by flexing your channel plans and reprioritizing channel spend allocation.

1. What are you working to solve? Are you focused on marketing budget reduction alone, or are you also trying to enhance results and spend allocation or reduce potential overspend on your digital advertising?

2. What level of executive support do you have or need? Do you want to make cost optimization foundational to your marketing?

3. How do you define impact? What impact do you want to achieve, and what is the purpose and value of that impact?

4. Are you stepping away from ‘traditional % of revenue’ annual marketing budget planning and move into monthly/quarterly cycles? 

How ZBM Can Help Your Business?

Connecting CMO & Marketing Leadership Goals to Business Outcomes

ZBM is perfectly suited to correct these issues through implementing a sustainable approach, thought process, and cost-performance management procedure. 

Manage Challenges

ZBM is clearly more than a short-term cost savings exercise; it enables marketing teams to be more agile, cost-efficient, results-oriented, and growth-focused. Based on ZBB principles, which have seen a renaissance over the past five years, ZBM has evolved to perfectly manage all of the challenges that marketing departments encounter.

Transform & Grow

ZBM is focused on driving transformative improvements – longer-term improvements where marketing cost management becomes a natural byproduct of optimized campaign processes and employees’ collective involvements as budget owners (from the CMO through day-to-day execution teams). Enabling true ROI and holistic measurements.

Let’s get acquainted

Are you looking to receive more insights into how ZBM can work for you?

Click below to schedule a time convenient for you. Once you do, we will meet virtually through Teams and are looking forward to this.

ZBM generates transparency and reveals which investments are or are not contributing to your targeted ROI to set realistic marketing contribution goals.