Marketing expenditure in times of uncertainty? The answer is in the numbers

What marketing performance insights should leadership expect from their management and marketing agencies and contractors?

In these times, the greatest service that managers can do is to provide business leaders with quality data and insights that inform and support their decision-making. This is as true of marketing as any other business function, and unless marketing expenditure is resolutely evidence-based, it is understandable that in times of uncertainty, businesses would elect to ‘switch everything off’ and think about rebooting once it all ‘settles down’.