During a recession, companies need to be strategic about their sales and marketing efforts in order to weather the storm. One thing you need to consider in a slow down is your cash position versus your competitors. If your cash position is stronger, there's opportunity to steal market share from your competitors during a downturn. On the other hand, lifetime values for customers can change in a recession. For example, people who might normally purchase a product or service three or four times per year may cut back to two purchases per year. Therefore, it's more important than ever to make data-driven decisions.
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