We have seen it happen, and it’s never comfortable viewing, entire marketing teams eradicated in one fell swoop. As they celebrate record-breaking sales, viral campaigns, and award-winning activations, they are blissfully unaware of the storm brewing in the boardroom.
When communicators are counselled on considering a company’s financial positioning at the strategy development phase, popular retorts include, “Our sales are through the roof compared to last year” or “We are not publicly traded, it doesn’t matter.”
A 300 per cent year-on-year increase in sales could mean one thing if last year was profitable. If the company was on the brink of financial ruin, the numbers take a dark turn. For
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