by Domenic Colasante for MarketingProfs When there are revenue headwinds and economic uncertainty, CFOs put a lot of attention on budgets and expenses. During tough times, reducing marketing headcount and media spend is a standard cost-cutting lever. Meanwhile, B2B CMOs are given goals to generate growth for the business through more pipeline and revenue impact. Clearly, those two approaches are in conflict with each other. Modern CFOs, however, understand that crises sometimes present opportunities—that focusing on transformation instead of stark cost-cutting can lead to increased growth and operating efficiency. The reality is that CFOs can recommend a lever for marketing that…
Marketing as a Service, or How to Improve B2B Marketing Impact
