Every budget tells a story. They begin with dreams that rise in spite of challenging conditions. Line items are characters with specific actions and motives. The characters leverage each others strengths to address their common challenge. When the items coalesce, the challenge is slain and the characters live to fight another day. If budgets are…

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With yearend approaching, many companies are thoroughly immersed in the annual rite of autumn – the sales and marketing budgeting process. Increasingly, experts are challenging the conventional wisdom of undertaking this time- and money-consuming process. Loren Gary, a frequent contributor to various Harvard Business School newsletters, observes “The average billion-dollar company spends as many as…

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