SC&H Group White Papers: "Expertise Beyond the Numbers"
Today’s CMOs are at a crossroads. To spur corporate growth, many are being pressured by senior management and procurement officers to reduce marketing spend. However, CMOs know that aggressive cost-cutting can backfire, undercutting the ability of agency partners to build company brand, attract new customers, and, ironically, drive revenue growth.
What should CMOs do?
For many, the best approach has been neither dramatic cuts nor stubborn resistance. Instead, they are focusing on transparency, communication with procurement, and analysis of agency contracts. Ultimately, this approach is yielding improved efficiency and cost savings — without compromising marketing effectiveness.
This paper explores:
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