As companies think about how to get more for their marketing dollars, I believe they need to approach the problem systemically, by looking at the taxonomy of their marketing spend (people spend, program spend and infrastructure spend), and by identifying different “value levers” that can increase the efficiency and effectiveness of marketing.
I’ve come up with 7 Value Levers that I believe can help in this process:
1. Rationalization of Products and SKUs
2. Simplification of Roles and Deliverables