Marketing executives like big budgets, as big budgets make it easier to grow the top line.
Sentiment: NEGATIVE
Major markets are a key factor in advertise and budgeting decisions.
Executives need ample flexibility to respond to the market. That means both reducing costs and increasing innovation.
In the larger companies, you have this tendency to get top-down direction.
Executives are waking up to realize that they can do a lot better, save money, make better decisions if they optimize and start thinking geographically and have a location strategy.
Too many companies are just being big for the sheer sake of it. Too many CEOs thinking bigger is better.
Marketing is designed to bring people into something.
Growth makes so many dimensions of management easier. It's when growth stops that things get tough.
The bigger a company gets, the more people are involved in decisions, the slower decisions get made. Look, the whole theory of startups is that three motivated people can go and do something that every company can't.
As they grow, companies saturate their markets, become more complex and difficult to manage, and face larger and more entrenched competitors.
People are in such a hurry to launch their product or business that they seldom look at marketing from a bird's eye view and they don't create a systematic plan.