Marketing used to be pretty simple. You developed a compelling message, used mass media to broadcast that message to large audiences and grew market share. Mostly, you aimed for the meaty part of the curve, where the law of averages conspired in your favour.
I always say that if you gotta' do something, you gotta' do it right. And when it comes to cutting marketing budgets, that rule applies as well. Real CMO's know the question is not to decide how much red ink should be used. They see their challenge in cutting wisely. Reducing marketing spend while keeping sales intact. Ensuring customer loyalty when there's less funds to please the customer. Building the brand when there's no cash to do it.
That's the title for my contribution to the "Age of Conversation 2" which is currently being pieced together by editors Drew McLellan and Gavin Heaton as I write this. My contribution will include the above visual—here's a brief snippet: