THE LESSONS OF JIM COLLINS ALSO APPLY TO MARKETING – 3 OBSERVATIONS It is only reasonable that there should be pressure on marketing budgets. So much of the investment in marketing is wasted. The argument against cost cutting is most often that it will lead to poorer results. So, how do we cut the cost […]

THE LESSONS OF JIM COLLINS ALSO APPLY TO MARKETING – 3 OBSERVATIONS It is only reasonable that there should be pressure on marketing budgets. So much of the investment in marketing is wasted. The argument against cost cutting is most often that it will lead to poorer results. So, how do we cut the cost of marketing without damaging returns? Central to cutting the cost of marketing, or maximising the return on investment in marketing, involves getting the right person or people on the bus. Jim Collins, in his outstanding book, Good to Great, notes over and over: The importance of employing the right person – ahead of the cheapest person The importance of employing the right person – ahead of the best person The importance of NOT hiring AT ALL if you cannot employ the right person. The research of Jim Collins and his colleagues demonstrates that it is…