MarTech Podcast ™ // Marketing + Technology = Business Growth

Episode: Which marketing channels to cut when budget gets slashed?

Host: Benjamin Shapiro
Guest: David Rabin, CMO at Lenovo Solutions and Services Group
Date: August 20, 2025

Episode Overview

This episode explores the critical question facing many marketers in uncertain economic times: how should companies decide which marketing channels to cut when budgets are slashed? Host Benjamin Shapiro is joined by David Rabin, Chief Marketing Officer at Lenovo Solutions and Services Group. Together, they discuss pragmatic approaches to budget cuts, the importance of agility and data in decision-making, and the unique factors that influence which bets a company must honor.

Key Discussion Points & Insights

1. The Challenge: Navigating Budget Cuts

• Economic volatility due to tariffs, geopolitical events, and unforeseen disruptions is making marketing budgets volatile.
• Companies must make smart, rapid decisions about where to scale back without derailing momentum.

2. Data-Driven Decision Making

• David Rabin emphasizes Lenovo’s commitment to data-driven marketing decisions rather than guesswork.

  "We’d like to think we’re a data driven company. We know that this tactic works better than this tactic. So that's where we would start." — David Rabin [01:54]

• Marketers should evaluate which channels and tactics are delivering results and prioritize those when budgets shrink.

3. Flexibility & Agility in Digital Marketing

• The modern marketing landscape favors agility and on-demand responsiveness.

  "Most of the world is really reacting more on demand so that we can turn the spigot on and off." — David Rabin [02:25]

• Digital marketing allows brands to rapidly scale activity up or down, as opposed to locked-in investments like TV ads.

4. Macro-Level Business Considerations

• External factors (e.g., region-specific softness, category performance) inform where to flex budgets globally.

  "If we're sensing a little bit of softness in certain part of the world or with a certain category that will steer us from a business standpoint to maybe flex up or down in that space." — David Rabin [01:59]

5. Uncuttable Bets and Sponsorships

• Some commitments—such as large event or sponsorship investments—can’t be easily unwound.

  “It's going to be very difficult for me to now go convince our leadership team I'm going to cut our hospitality program for next summer because, you know, I want to save some money. So we also have to take into consideration if we've already made one big bet, we don't want to probably cut that at the knees.” — David Rabin [02:46]

• Long-term or high-visibility bets (e.g., Lenovo’s FIFA World Cup partnership) are generally protected, even during budget cuts.

6. AI’s Role in Efficient Marketing

• Benjamin queries whether AI can help marketers “do more with less”, and asks if it’s a channel, a service, or a people issue.

  “Is it a marketing channel? Is it a services issue? Is it a people issue? Can you do more with less? ... As budgets get cut, are marketers still going to be in the job?” — Benjamin Shapiro [03:02]

• The implication: AI tools may help stretch marketing resources, but clarity is needed on their exact role in the mix.

Notable Quotes & Memorable Moments

• On Data-Driven Cuts:

  "We’d like to think we’re a data driven company. We know that this tactic works better than this tactic. So that's where we would start."
  — David Rabin [01:54]

• On Flexibility:

  "Most of the world is really reacting more on demand so that we can turn the spigot on and off."
  — David Rabin [02:25]

• On Uncuttable Investments:

  “It's going to be very difficult for me to now go convince our leadership team I'm going to cut our hospitality program for next summer because, you know, I want to save some money.”
  — David Rabin [02:46]

• On AI Efficiency:

  “Can you do more with less? ... As budgets get cut, are marketers still going to be in the job?”
  — Benjamin Shapiro [03:02]

Important Timestamps

• [01:15] Introduction of guest David Rabin and episode topic
• [01:54] Rabin on data-driven decisions and macro-level factors in cutting channels
• [02:25] The agility advantage of digital marketing vs. traditional channels
• [02:46] The reality of non-negotiable sponsorship commitments (FIFA World Cup example)
• [03:02] Host raises the role of AI in doing more with less

Episode Takeaways

• Start with the data. Measure and prioritize what works; don’t just cut blindly.
• Leverage digital’s flexibility to scale activities as needed.
• Account for past commitments; not all expenses are equally fungible.
• Consider AI and new technologies as efficiency levers, but remain clear-eyed about their practical impact.
• Balance agility with long-term bets; the right mix depends on existing investments and market signals.

This summary captures the heart of the episode for those who missed it, offering a clear guide to the main takeaways, notable quotes, and timestamps for deeper listening.