Strategic Positioning

In-house creative teams are either driving business results or waiting to be cut. There's no middle ground. A few months ago, I had a discovery call with a creative director at a global SaaS company. He'd just been told to cut his team's budget by 40%. They'd delivered a record number of videos that year. Demand was increasing. But leadership still saw them as a line item to trim. I asked him, "How does your team contribute to the company's goals, not deliverables, but actual