Companies that want to cut costs through quick fixes will see short-term results. But it could hurt business down the road. Leaders find greater success by making efficiency part of their strategy, not a tactic that circumstances make necessary.
Preparation and dedication to finding a better process means marketers won’t have to sacrifice speed, profit or quality. Making changes before they have to — on their terms, not as a mandate from above — gets the most out of resources and budget. Productivity is born of efficiency. It’s possible to have both when marketing is truly integrated.