Summary
The paradoxical marketing mantra of “do more with less” combined with a compromised partner economic model hinders CMOs’ ability to deliver higher returns at lower costs. To achieve both, CMOs and agency leaders must take the bold step of permanently coupling employees with technology in a new economic model that we call the human/technology equivalent (H/TE). Implementing H/TEs requires allocating digital solutions, focusing employee efforts on high-value work, and pricing to scale marketing.
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