Information and data are constantly changing; with that said, companies need to devise two strategy tracks. One strategy should be evolving and reacting to the current environment as it happens (think webinar on remote working) while another way should be in the longer term. How will the world look in 6 months? How do you want to position yourself in this new world?
Management potentially could move budget (request refund where applicable) from future marketing that may no longer be possible (e.g., a trade show in the fall) and invest in marketing channels expected to be effective, like online events. Furthermore, it might be best to divest in initiatives that will not drive revenue in the next 6-12 months.
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SOURCE ACDI
