08/12/2026
Here's a helpful tip from our Head of Marketing, Christine Troianello Leskin, for companies feeling pressure to slash their budgets.
Most companies think marketing should be first on the chopping block when budgets tighten.
But that's usually the wrong instinct.
What should actually survive a budget cut:
- channels with proven ROI
- retention and lifecycle marketing (keeping customers costs far less than acquiring new ones)
- anything directly tied to pipeline
the systems and data that let you prove what's working
Cutting blindly doesn't save money, it just delays the damage and makes the next quarter harder.
The smartest companies don't ask "what can we cut in marketing?" They ask "what's actually earning its keep?" That's a very different conversation, and it's one we have with clients constantly.