Recovering Before the Recovery
Published 10/16/2009
Author: Angela Hribar
Angela Hribar is Chief Sales and Marketing Officer of GlobalSpec, Inc., a specialized vertical search, information services and e-publishing company serving the engineering, technical and industrial communities. She has more than 25 years of experience in marketing, sales, business development and operations management, and is an expert in building and facilitating a collaborative environment across cross-functional executive teams.Summary
The important question during a downturn isn’t whether or not the economy will recover—it will; it always does. What’s important to ask is whether your company will be in a position to surge as the economy begins to grow. To a large degree, the level of your success will depend on your marketing efforts and capabilities - what you have done during the downturn and what you put in place now to win business during the recovery. You will need to make strategic decisions about choosing new media, entering new markets, and positioning products.
This article addresses the need for marketers to establish marketing plans for the recovery—formulate strategies, design campaigns, make media choices, justify expenditures—so they can be ready to go with an approved marketing plan as their company’s budgets open up and there are marketing funds to invest.
Is your organization ready for recovery? What are you doing now to prepare? Share your thoughts here.
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