How the best marketers do more with less ad budget

Budget cutting is a modern reality for most marketers in a global recession, but some manage to do it efficiently without long-tern detriment to the business while achieving short-term targets.

How the best marketers do more with less ad budget

Pat LaPointe and Dave Reibstein

Why is it that 'do more with less' seems to bring out the very best in some companies, while others find it a struggle against a downward spiral? Is it a matter of culture? Leadership? Better tools?

While all those qualities have a role, none seems to be a prerequisite to positive outcomes. Based on observations from deep inside dozens of large marketing and finance organisations, there appear to be patterns associated with how doing more with less works better in some businesses...

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