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Complete sentence: Marketing can be invaluable to your firm, and putting the proper effort and funds into it up-front to ensure that it is done correctly can provide you with substantial benefits.

Since "funds" has an s, should effort also have an s so that they are parallel, or is that unnecessary or incorrect?

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    "Effort" can be "efforts" in this sentence, but I think "effort" is more natural. You could change "funds" to "funding" to make both singular. I don't know if parallel plurals are necessary here, but "effort and funds" sounds a bit off to me. – jmartindill Oct 26 '16 at 19:20
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No. Two (or more) independent objects of the same verb need not agree in number.

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