Every economy has a cycle where spending needs to be adjusted. While it might seem like a bad thing, it’s the result of a constant, healthy friction between financially minded leaders and sales-focused executives. Everyone wants to get the most for the least, drive profits, and delight investors and stockholders. And in the most recent cycle, many organizations have had to make tough decisions about reducing their expenses while still managing to keep their business alive with aspirational optimism for growth. And like many prior cycles, typically one of the first areas of focus is marketing.

 

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