Efficiency matters. 

While scale has become the key objective for the average fast-growing business, successfully doing so is no walk in the park. The quicker a business grows, the more complicated running it becomes. The door for risk becomes wider, the number of people that need to be aligned gets larger, and the amount of ROI you aim to generate gets bigger. 

As a company enters that crucial period of hypergrowth, efficiency must become a top priority for marketers. Every dollar spent should generate even more revenue, so to maintain business health and weather unforeseen challenges, teams need to remain lean while increasing their output. We’re especially seeing this hold true today, during a period where businesses — some of which may feel like they're still in COVID-19 recovery mode — are aware of the current unstable state of the global economy. Moments like this can make or break a business, and it’s up to marketing leaders to be proactive and make crucial business decisions, including scaling back budgets, slowing hiring, and focus on programs and strategies that will bring down operating expenses in the short-term. 

To truly protect your business and help it thrive, organizations need to stay ahead of the curve and invest in tools and processes that position them for long-term success. Rather than being reactive in a moment’s notice, marketing leaders need to foster a culture of agility, efficiency, and productivity. Doing so will not just help teams collaborate and adapt in times of crisis — it will also position the business at large for sustainable growth.

To get you started, we talked to four marketing leaders with experience leading highly effective marketing teams to get their take on what it takes to build a productive team and future proof your business.