David Almodovar is a Managing Partner of the Almodovar Group which is a business consulting company that offers expert guidance, project outsourcing, and vetted resources. 

As a person who understands the ins and outs of creating and maintaining a business, Almodovar shared his advice for decision-makers who are in charge of marketing budgets.

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Embrace the need to adapt and evolve, without sacrificing measurement. Now more than ever, it’s vital to remove items from the marketing budget that cannot be measured. In 2021, be prepared to enthusiastically support new marketing ideas, but make sure there are clear metrics in place to quantify their value.