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.