Five predictions for budget season: platform reallocation, the CFO ultimatum, the agency bloodbath, the data raid, the performance hostage crisis and how to pre-empt each
The CMO role exploded into everything that touches the customer and lost influence, budget and credibility on the way. The fix is integration, not expansion
When the CFO Comes for Your Budget: The Client's Guide to Surviving Compression
Marketing budgets fall in downturns because marketers argue in the wrong language and timeframe. Reframe in cash, efficiency and risk, and move before you're asked
