Invest in only those marketing activities that drive performance and results. Audit your marketing spend and cut (or reallocate) executions that don’t deliver. That may mean pausing or stopping the things you’ve always done or that someone has a soft spot for. This isn’t an easy process, but it’s one marketing should initiate without having to be told. Be proactive and take ownership of how your budget contributes to results, or someone else will – and that may not end well for the marketer.
If your marketing activities don’t delivery quantifiable results (that means revenue, not just leads, like and shares), cut them loose and double down on activities that convert to profitable revenue and margin.