The Savings Trap: How Cost-Cutting KPIs Are Undermining Your Agency Outputs
April 1, 2026
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In many organizations, marketing procurement is incentivized by a dominant KPI: cost savings. But unlike most other spend categories, cutting costs in marketing can hurt all three parties — marketers, agencies, and procurement teams alike. The result is a vicious cycle of underfunded campaigns, eroded trust, and diminished quality that leaves everyone struggling to meet their objectives.