From the course: Marketing during a Crisis
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Developing a strategy team
- As crisis unfolds, you will need to shift your plans. It's unlikely that the marketing campaigns you've designed will continue to be viable. Now, you're likely facing a number of scenarios. Internally, budgets may be cut. Resources may be unavailable. Companies you relied on previously may now be insolvent and so on. So much can change depending on the severity of a crisis. It's important to accept that change is coming and to start developing contingency plans and ideating on your revised go-to-market strategies. You may need to create a temporary emergency strategy team. Typical participants would include a representative from executive leadership, marketing, sales, and product. The team must set a cadence to meet regularly. And the goal is two-fold: monitor the situation as it evolves and begin to draw up various scenarios and revise goals and directives. You may need to adjust your sales targets, exit from certain…
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