Planning Guide Report

Planning Guide 2023: Demand & ABM

New And Persistent Global Crises Extend Economic Uncertainty And Risk Into 2023

August 23rd, 2022
Steven Casey, VP, Research Director
Steven Casey VP, Research Director
With contributors:
Conrad Mills , Nicky Briggs , Phyllis Davidson , Amy Bills , John Arnold , Lisa Nakano , Carrie Rediker , Malachi Threadgill , Laurynn Bedard , Arianne Burnette

Summary

As demand and account-based marketing (ABM) leaders plan for 2023, they must prepare for continued economic uncertainty increasing pressure to reduce their budgets. Making cuts to marketing spending during a recession is simple mechanically but risky strategically because marketing activity influences market visibility, customer relationships, and business outcomes. Done well, marketing can grow a business out of a slump. This report highlights the key areas in which demand and ABM leaders should be investing, divesting, and experimenting to ensure success in 2023 and beyond.

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