Businesses are at a pivot point as face to face sales meetings are not possible, and exhibitions, conferences and events are either cancelled all together or postponed to the back half of the year. There’s more pressure than ever for sales and marketing leaders to generate revenue and keep a strong pipeline as companies are forced to create contingency plan after contingency plan, reacting to what COVID has done to their business over the next 60, 90, 120, 180 days.
Businesses have to find different ways of connecting with the market.
The focus should be on sustaining business, maintaining that momentum to hit the set lead generation targets. Especially for businesses with long sales cycles. Replace the sales activity that isn’t possible at this time with new marketing activity. If you simply delay both your sales and marketing activities now, you’ll see an impact on long after we’re back to ‘normal’
So how will you do it? And how can you prove that marketing in uncertain times is an investment into the pipeline and not a cost to be cut?