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A Purple Cow and a Sack of Cash

If you arm your CMO or agency with the right budget and a purple cow (hat tip to Seth Godin), it is on the agency to deliver the results.

If you hand your CMO or agency a weak budget and lack of a value proposition (and no, great customer service is not a value proposition) it is on you.

Deep down, you know this already.

Know Your Numbers.

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