How do you typically build a case for more budget? Any strategies that have worked well for you here?

There are a few ways to think about asking for an increase in budget. It's important to connect the ask to a strategic result. Here are four ways you can consider thinking about this:

• Provide a new MQL goal: If you want to increase budget, one of the first things you'll have to focus on is how you can delier highe results. This means you'll want to work on building a forecast of how much it would take if your team wants to increase the MQL goals. Use this as a baseline -- look at the Cost per MQL aquisition and multiply by your increased MQL goal to derive the higher budget needed. 
• Increase your content budget: If you have seen certain types of content assets perform better within the funnel or engage a specific target audience well, then talk to your Leadership team about increasing your content strategy budget. 
• Optimize your Tech Stack: Are there new tools that you want to bring into your Demand Gen program that cost money but can yield higher results? This can be a way to position increasing the budget while driving improved results. Be sure to forecast what results this new tool(s) can deliver -- increase in MQLs, streamlined user journey, etc. 
• Collaborate with Sales: Demand Gen is a partnership between Marketing & Sales as Marketing is poised to deliver a certain portion of leads & help progress leads through the funnel. One way to think about increasing budget is looking at alternative ways to increase Sales support. Are there ways to increase the number of Outbound Sales Plays Marketing can support? Are there different tactics (e.g. - Direct Mail) that you can pilot that require additional budget? 

To build a case for more budget, you should have a clear plan for the expected outcomes of the budget. I typically include forecasting to model out scenarios using good, better, and best frameworks.

What has worked best for me is always having a response for the goal of the budget and its anticipated impact. Here are a few general areas to keep in mind:

1. Define the goal for the budget.
2. Present data and forecasts for the budget.
3. Anticipate and address potential concerns and risks.
4. Be prepared and clearly articulate the budget request.