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This blog explains why CMOs need scenario planning to reduce the risk of reallocating marketing budgets without understanding the downstream impact. It highlights how B2B marketing outcomes are delayed, interconnected, and subject to diminishing returns, making “what-if” decisions difficult with traditional dashboards or attribution. It positions MMX (Marketing Mix Modeling) as the key to forecasting incremental lift, lag effects, and cross-channel dynamics. RevSure’s Scenario Planner is presented as a way to turn budget shifts into confident, modeled decisions.
Full funnel attribution, campaign optimization, pipeline prediction & acceleration – all in one place.
