Overheard at ANA Masters of Marketing: The industry is shifting toward a freelance model [Video]

Today, we tend to overcomplicate marketing by trying to tackle too many things at once. If we go back to the basics – strategy, structure and staffing – it becomes much easier. First, we need to focus on the business strategy we’re aiming for, then build the right structure to support it, and finally, find the right talent to execute it. This is far more effective than the current approach, which often involves filling roles with individuals who might not have the necessary skill set or only have temporary expertise. By aligning staffing with the original strategy, everything becomes simpler.

Christine Guilfoyle, president, SeeHer

You can do so many great things with your marketing dollars, especially considering that women make …