Report

CMOs: Leading In A Time Of Crisis

April 30th, 2020

Summary

The COVID-19 crisis requires all organizations to reassess their plans and activities. B2B CMOs must take a leading role in formulating their organization’s crisis response. The world is changing rapidly, and this crisis situation will continue to unfold unpredictably. Organizations that respond with stability and adaptability will be best prepared to weather the crisis. In this report, we detail the immediate and long-term steps that B2B marketing leaders can take to ensure their organization responds to a crisis appropriately and emerges from it in a strong competitive position.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.