Ah, yes, the joys of summer! Warm weather has finally arrived in the Northeast. It’s hard to believe that the calendar year is almost halfway gone.

Now is a perfect time for marketers to take stock of their business-to-business programs. After all, the economy is starting to rebound and certain sectors are once again showing signs of life. But the big question is, when will we finally turn the corner? I’m placing my bets on the first quarter of 2010. (Nothing scientific here; just a “gut” feeling.)

In anticipation of a turnaround, marketers should take a step back and put their b-to-b programs under the microscope. Here’s some advice:

1. Revisit your goals and objectives. Is your b-to-b program in line with the goals and objectives of your business? If not, it’s time to make some adjustments.

2. Assess your priorities. In this economy, there’s no way you can execute every component in your program plan. So select tactics that will generate the greatest return on investment – and help you meet your goals and objectives.

3. Revisit your spending against budget. Are you on track to stay within budget in categories such as advertising, Web site, PR, collateral, direct mail, SEO/SEM, etc.? If not, where can you make changes? At the end of the calendar year, will you be able to tell your boss that you achieved your goals and objectives and met your budget?

So, how are you doing? Are you ready to approach the second half with a fresh outlook, renewed vigor and a recharged game plan? I sure hope so. Best of luck, and enjoy the summer!