Why Sacrificing Channel Expertise Can Lead to a Vicious Cycle of Diminished Performance – Cutting costs or cutting corners?

By Philip Inghelbrecht

The conversation between CMOs and CFOs has become increasingly focused on cost efficiency. Faced with rising scrutiny on budgets, many CFOs are questioning the value of maintaining multiple specialized agencies and advocating for consolidation to reduce fees. For CMOs, this creates a dilemma: How can they justify the need for channel expertise when every dollar is being watched?

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