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In today's uncertain economic environment, CMO
s face shrinking budgets and more pressure than

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ever from stakeholders to prove return on
investment.

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I think what's happening now is is it's it's do
more with even less that you have and you have

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to justify it.
Marketing is still the growth engine.

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But now we're expected to do that much more
efficiently, being more efficient starts by

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tapping into tools, capabilities and partners
engineered to build loyalty and trust.

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We are now understanding how to use the wide
variety of capabilities around content around

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customer data around um insights.
So we can help tie the enterprise together and

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rewire that business together to be very
customer focused.

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Unequivocally, marketing tools are critical to
a marketing organization.

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What it allows you to do is have a richer analy
of whether or not a campaign is being

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successful.
Are we seeing the return that we want to see?

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And so therefore, does that mean we should be
doing more of this and less of this or changing

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the portfolio of the activity?
It allows marketing to use their superpowers to

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the best return in the marketplace and to make
sure that that is really aligned with the goals

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of the business.
When doing more with less personalized

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experiences that lead to long term customer
loyalty shouldn't be overlooked.

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The focus on cost reduction, the focus on
efficiency can be at odds of delivering a

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really great experience for your customer.
And so I think it's the job of CMO to balance

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the two and make those trade offs between.
Yes, in times of uncertainty,

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we need to manage our costs and be much more
thoughtful.

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But how do you not take away from really
powerful and memorable experiences that are

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going to keep that customer returning to you
with disruption comes

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opportunity.
And those most apt to seize it are those who

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demonstrate resilience wherever you are,
resilience is super important.

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It's really easy to follow a playbook and say,
I'm not gonna,

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I'm gonna stop doing these things.
I'm gonna pull back and I'm gonna wait and then

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when everything gets better, I'm gonna come
back, right.

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This is an opportunity we think for clients to,
to actually invest more,

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but it's it, it has to be responsible.
Uh And so it has to be responsible in terms of

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like not just spend but spend in the right
areas and create the right opportunities that

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you can maximize on that.
There's never been a better time to be in

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marketing because the appreciation from the C
suite as to what marketing can do to fuel

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growth has never been higher.
The piece that comes along with that is that we

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are being asked to do more and to make sure
that we can show the return on what we are

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doing.