Trends Report

Base Your Marketing Priorities During COVID-19 On Your Company’s Context

May 12th, 2020
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
Tina Moffett, Principal Analyst
Tina Moffett Principal Analyst

Summary

The current pandemic affects different industries and businesses in different ways; CMOs should base their priorities and budget decisions on their company’s situation, current and likely resources, and customer needs. Accurately assessing your “mode” can help you prioritize now and plan for opportunities post-COVID-19: Assess if you’re struggling (survival mode), adapting (adaptive mode), or hoping to lead and grow (growth mode) during this time. This crisis has unique effects compared with previous recessions; your old playbook for managing in a downturn might offer good starting points, but don’t just repeat former practices.

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