When the CEO says “no to marketing

What happens if the CEO says “no” to marketing?

It’s a reality facing marketing leaders as budgets are scaled back. As a result, difficult decisions are required.

It starts with identifying and stopping under-performing activities tolerated because marketing overall was performing.

Then, it’s about auditing the marketing portfolio and making small and big changes.

The most interesting marketing activity is low-cost experiments.

Amid tighter spending, there is room for creative marketing that quietly happens in the background.

It’s exploring alternative platforms, developing different types of content, and driving relationships in new ways.

The investment is time, not money, which lets marketing test, fail and learn.

It’s easy to be hesitant amid economic volatility. But now is a perfect time to go against the grain.