How to maintain a healthy B2B marketing budget

Back in the land of B2C marketing, I could build a water-tight business case for TV using insight from Think Box, present a strong argument for redeveloping my e-commerce process by pointing to indisputable benchmarking data, and get under the skin of my target customers using a bucket-load of comms planning tools.  
Best of all, I could prove the impact of my efforts to senior management.
“Just look at those numbers! No, seriously. Look. At. Those. Numbers.”   
Before