Moving marketing from a cost to a profit centre

This week, I sat down with Stephen Knight, Founder and CEO of Pimento, to unpack how business can turn marketing from a cost into a profit driver.

Some of my favourite takeaways from our conversation:

✅ The #1 mistake SMEs make when hiring marketing help, and how to avoid it.
✅ Why cutting brand spend in a downturn is often a strategic mistake.
✅ How to find the right marketing partner in a sea of thousands of agencies.
✅ How PE-backed businesses can still build brand equity without losing performance focus.
✅ And, what happened when a FTSE30 firm spent just 17p per customer per year on marketing.