Sales Crisis Response: Go-To-Market Adjustments

April 14th, 2020

Peter Ostrow VP, Research Director

Eric Zines Principal Analyst

Jennifer Bullock

Summary

As soon as an economic crisis begins, organizations need to take steps to determine the potential impact of a prolonged sales decline. They must identify audiences that will accelerate or decelerate a purchase because of the crisis and create new messaging around unique needs for all buyers. And for resistant buyers, they must shift messaging to address stall points. This report summarizes guidance for sales leaders working with portfolio marketing teams to reassess the current go-to-market architecture given the COVID-19 pandemic response and the resultant economic impacts.

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