When times get tough, marketing budgets are among the first ones cut.But such cutbacks can be shortsighted. On this edition of The McKinsey Podcast, McKinsey senior partner Kelsey Robinson chats with cohost and editorial director Roberta Fusaro about why chief marketing officers should instead be empowered to adopt an investor mindset—that is, focus on eliminating inefficient spending and reinvesting it in high-growth marketing activities. By taking a full-funnel approach to their marketing strategies, companies are more likely to weather any economic storm that may come their way.

Also, McKinsey senior partner Alok Kshirsagar talks about making a tough call on a high-profile project, from our Rookie Moment series.

The McKinsey Podcast is hosted by Roberta Fusaro and Lucia Rahilly.

Theme music produced, composed, and performed by Joy Ngiaw.

See www.mckinsey.com/privacy-policy for privacy information

When times get tough, marketing budgets are among the first ones cut. But such cutbacks can be shortsighted. On this edition of The McKinsey Podcast, McKinsey senior partner Kelsey Robinson chats with cohost and editorial director Roberta Fusaro about why chief marketing officers should instead be empowered to adopt an investor mindset—that is, focus on eliminating inefficient spending and reinvesting it in high-growth marketing activities. By taking a full-funnel approach to their marketing strategies, companies are more likely to weather any economic storm that may come their way.
Also, McKinsey senior partner Alok Kshirsagar talks about making a tough call on a high-profile project, from our <a href="https://www.mckinsey.com/featured-insights/my-rookie-moment">Rookie Moment</a> series.
The McKinsey Podcast is hosted by Roberta Fusaro and Lucia Rahilly.
Theme music produced, composed, and performed by Joy Ngiaw.
See www.mckinsey.com/privacy-policy for privacy information

The McKinsey Podcast, our new flagship podcast series, takes you inside our global firm, and features conversations with experts on issues that matter most in business and management. McKinsey & Company is a management-consulting firm that helps businesses, governments, and not-for-profit organizations realize their most important goals. Topics covered in this series include strategy, technology, leadership, marketing, operations, organization, and the role of business in society.

The McKinsey Podcast features conversations with experts from global management-consulting firm McKinsey & Company, focusing on the issues that matter most in business and management.

The McKinsey Podcast

Our flagship series The McKinsey Podcast takes you inside our global firm, and features conversations with experts on issues that matter most in business and management. McKinsey & Company is a management-consulting firm that helps businesses, governments, and not-for-profit organizations realize their most important goals. Topics covered in this series include strategy, technology, leadership, marketing, operations, organization, and the role of business in society.

Our flagship series The McKinsey Podcast takes you inside our global firm, and features conversations with experts on issues that matter most in business and management. McKinsey &amp; Company is a management-consulting firm that helps businesses, governments, and not-for-profit organizations realize their most important goals. Topics covered in this series include strategy, technology, leadership, marketing, operations, organization, and the role of business in society.

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