How unseen barriers shape outcomes more than named rivals How Competition Is Typically Understood Senior leaders are trained to think about competition in concrete terms: named competitors, market share shifts, pricing pressure, regulatory change, or new entrants....
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...
