In the best of market conditions, companies that wait for a market opportunity to present itself aren’t likely to be successful. And yet, there are companies today in that position and with that strategy.
Sure the future is uncertain and somewhat unknown, but that’s true always. There is never a clear path forward, never a guaranteed path to success, never clear sailing and calm seas for the foreseeable future.
Last week at our CMO Coffee Talk series, it was clear that many CMOs have resolved to lead their organizations forward, leaning into the uncertainty and headwinds to start moving, start selling and start growing again.
A few more highlights from last Friday’s discussion:
Tighten your market focus and target account lists: Plan on doing so at least quarterly if not monthly for awhile as some businesses and industries take varying lengths of time to rebound, recover and be ready to spend again.
Speed up planning
