File Power is Not Impacted By Your Decision to Hunker Down ... For Awhile, At Least

So you've decided to cut back on the marketing budget by 35% in an effort to conserve cash and "get through" 2025.

What's interesting, of course, is that as of today, you don't lose file power. Your customer file is still capable of generating volume, you're the one constraining the ability of your customers to deliver volume.

You can see the "File Power" section at the bottom of the table ... this is what your twelve-month buyer file is capable of (sales in thousands).

• $29.2 million through today.
• $29.5 million through the next year.
• $29.4 million for the year after.

If you decide to take a hatchet to the marketing budget, you impact the size/quality of the customer file a year from now ... which means your customer file has less "File Power".

Notice how File Power changes for the period of 1-2 years from now?

• $29.2 million through today.
• $29.5 million through the next year.
• $27.5 million for the year after.

The top-line contracts by eight million in the next year because the marketer and CFO decided to conserve cash. Then, the business contracts by another $1.9 million the following year solely because of reduced "File Power".

You'll want to be very, very careful about how you approach conserving money in upcoming months.