Best Practice Report

Manage Growth In An Economic Downturn

A Primer For CMOs

August 25th, 2022
With contributors:
Mike Proulx , Eric Epstein , Sucharita Kodali , Maxie Schmidt , Melissa Bongarzone , Bruna Venicio , Shynise McElveen , Rachel Birrell


Navigating a downturn calls for a smart growth agenda. CMOs must address changes in customers’ purchase behaviors as well as fortify the foundations of the brand. A combination of defensive and offensive strategies with a relentless emphasis on value for both the enterprise and the customer will ensure long-term growth. This report examines the marketing levers that B2C CMOs can pull to manage growth during an economic downturn.

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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.