Many companies, brands, institutions and individuals have found opportunity and success by going against the status quo.

A recent post at Maverick Digital got us thinking about the sometimes sharp contrast between a company or brand's publicly reported intent to increase their investment in enterprise-level digital technologies, or in increasing their digital media allocation – and their oftentimes knee jerk reaction to pull back those dollars when budgets are under fire. Maverick's observations on why companies might hesitate to fully “go digital” was inspired by an analysis of the recent release of the CMO Study – “State of Marketing” report, sponsored by Deloitte Consulting LLP and Exact Target.

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