Some business are now moving away from rigid KPIs to defining a broader but clear purpose and leaving people alone to get on with it.

No one starts a new business because they love selling

Google, Microsoft, Apple were all "start ups"

What is the single most important deliverable that makes a role worthwhile for both sides.

A shared success is much better than a solo failure.

Teams will figure out what is most important for their survival anyway.

How does being small help you win?

Being able to brief an agency, manage them and get the best results is a critical skill and a knowledge gap well worth filling.