Oxygen for Growth: The Art of Doing More with Less with your Marketing Budget

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Once the dust settles, most companies will have to trim their costs to remain profitable as demand declines. The resulting budgets cuts will challenge marketers, who will still be expected to achieve the company’s growth targets. Budget cuts typically result in marketers doing less with less, which creates a vicious cycle. You can break the cycle and do more with less. In BCG’s experience, up to 30 percent of the marketing budget can be deployed to higher ROI initiatives. By identifying and redeploying this spend, you can accelerate your growth trajectory even with a lower budget. Doing more with less is challenging as it requires marketing, management, finance and agency partners to collaborate in a different way. But the results are well worth the effort.