Why Sacrificing Channel Expertise Can Lead to a Vicious Cycle of Diminished Performance

Fri, 28 Mar 2025 00:00:00 -0400
Leading Edge

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?