This is a quote I heard at the Autodesk marketing conference I attended the past two days.
This quote was brought up during a budgeting session.

It’s a stern reminder at how important measuring marketing expenditures

Another interesting topic was brought up in the budgeting session that (in my opinion) marketers don’t often (actively) think about — divesting. Rather than continuing to add tactics to your marketing plan, there is a need for investing, maintaining and divesting in certain tactics depending on how they have been performing.

Those are two of topics that I learned. Hopefully you find them helpful as well.