For too many businesses, marketing remains an expense item—a necessary cost of doing business – not a strategic driver of profit. But what if marketing wasn’t just an expense? What if, instead, it operated as a profit center—accountable for delivering measurable,...
If end-of-year sales results against the 2024 marketing budget were lackluster, it may be time to shift thinking on budget planning. For decades, a rule-of-thumb for setting marketing budgets has reliably been a simplistic percentage-of-previous-sales formula. We’re...
6 ways to optimize marketing ROI during economic uncertainty Depending on whom one asks, anywhere from 30 to 35 percent of North American firms plan to increase marketing budgets for 2025 – apparently the lowest number to do so of any region in the world. Why the...
Greater demand for philanthropic dollars in a challenging economy leads to more well-meaning groups competing for less resources. While individual Americans give to charity at rates higher than other developed nations, barriers to giving today are several, including:...
Successful competition involves breaking through inevitable barriers – – and some of the most challenging barriers might be you or your key leaders! As a business enterprise grows, owners must make some critical choices to continue that growth. Some would...
Economic downturns force businesses to make drastic changes to reduce costs: layoffs, closures, refining services, and mergers to name a few. Nonprofits are no different. Before making a decision to merge, you may wrestle with many questions, including: Will merging...
