Best practice report
Forrester Research, Inc.
Navigating a downturn calls for a smart growth agenda. CMOs must address changes in customers’ purchase behaviors as well as fortify the foundations of the brand. A combination of defensive and offensive strategies with a relentless emphasis on value for both the enterprise and the customer will ensure longterm growth. This report examines the marketing levers that B2C CMOs can pull to manage growth during an economic downturn.