By better allocating marketing budget dollars from traditional and digital advertising to a new focus on video and "phygital" marketing platforms, marketing teams can scale and maximize return on invest … OK, now that I have just the marketing folks' attention, I want to tell you this: I believe in you. It is no easy task to do what you do – to be the engine of your organization responsible for driving financial results without much of a budget to do so, often playing the scapegoat when budgeted projections aren't met, all while keeping a shiny smile on your brand and staying true to what it represents to those who interact with the brand.

That last point is so vital. Most credit union marketers I know have a true, undying love for their credit union brand and will protect it above and beyond any outside influence to drive toward outcomes that may inflict damage upon the brand. As a marketing leader, your brand needs exactly you to be that protector and caretaker. It can feel scary to be that person; it can feel like you're not a team player for saying "no" to certain types of messaging, channels or tactics; it can feel like you're not doing your job – but if you're feeling that way, I assure you, you are doing your job.