Search engine optimization (SEO) and paid ads are often managed independently—split across teams, timelines and key performance indicators (KPIs). But this siloed approach can limit performance.

Business investment in marketing these days is soaring, especially in digital marketing. In fact, for the first time in a decade, marketing growth topped 10% from February 2021 to February 2022.

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Early this year, I asked my team to recommend what we should stop, start, and continue doing in 2025 to improve our collaboration. As a leader, it was a valuable exercise that highlighted to me what ...