“We see winning companies using times of disruption not only to cut costs, but prepare for the inevitable pivot to growth,” Jason McDannold, AlixPartners. 

1) Improve commercial effectiveness 

2) Increase marketing ROI

3) Enhance customer success, defend existing customer base, and improve loyalty 

“We often counsel companies to be judicious in their cost-cutting and to avoid overreacting in the face of uncertainty,” McDannold says. “Now is precisely the time for companies to make forward-looking investments in effectiveness.”