Portfolio Consolidation: When Less Really is More
Consolidation is sweeping the event industry, as marketers push to create more efficient portfolios while they accelerate efforts to build their brands.
As the event sector becomes more sophisticated, so does the way brand marketers are executing, managing and holding accountable their live expenditures. Companies from virtually every channel are taking a hard look at consolidation and adjusting how they invest and what they invest in.
CMOs are recognizing the benefits of strategic consolidation, prompting an industry-wide push to learn more about this trend. Those who have done it consistently sing its praises. Those still learning are becoming more intrigued as to whether it’s right for their event departments.
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