Post by Mike Keech

Interesting discussion coming up at the next Marketing Association Meet-up. I actually think the biggest asset isn't listed: people. If you're forced to cut 20%, protecting the right talent often has the greatest long term impact. Capability is what enables brand investment, performance marketing, customer experience and innovation to succeed. Once experienced people leave, rebuilding that knowledge, relationships and momentum is expensive and time consuming. I'd first look to improve efficiency, prioritise initiatives and eliminate low return activity before reducing the people who create the value. In my view, protecting capability gives you the best chance of delivering across every other priority. What's your approach?