‘It’s destabilising and unsettling’: How to manage teams faced with delivering more with less
The need to deliver growth on a reduced budget is the reality for many marketers but its not just a job of optimising investment. For marketing leaders, it’s also about maintaining motivation and managing expectations.
It’s an expression every marketer will have had uttered to them at one point in their career: you need to do more with less. Whether that’s less money or a downsized marketing team, the expectation to deliver better, more effective marketing rarely lowers when budgets tighten.
Right now, that demand is one many marketers will be under pressure to meet. Amid inflation, a recession, and a continuing cost-of-living crisis, companies from Iceland to Just Eat have slashed their marketing spend. In fact, according to Marketing Week’s 2024 Career and Salary Survey, almost half of marketers (47.7%) have experienced a budget cut in the last 12 months.
