Why does it matter for a business to be profitable and having recurring positive cashflow? - There's usually solid revenue growth and expenses are managed efficiently - The business is strong, prosperous and has more options to handle challenging situations

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It drives revenue growth for the business. The marketing budget is also usually of the first things to get cut during lean times. To minimise future impact to your marketing budget, do this: 1. Be clear on your targeting. 2. Be clear on your ROI, payback period and learnings.