How B2B marketers are pivoting to create more resilient planning strategies

Looks at how the disruption of the pandemic changed how B2B marketers form their planning strategies currently and in the future.

Justin Metz/

When COVID-19 hit in March 2020, few B2B marketers had plans to deal with their live conferences and events getting completely nixed, salespeople canceling travel plans to meet with clients, and customers and prospects working from home. The magnitude of the disruption caused by the pandemic should serve as a wake-up call for brand managers to develop more responsive and resilient planning capabilities, says Chris Ross, VP Analyst at Gartner. “None of us can anticipate everything, but you don’t want to be completely unaware of what your change capabilities are until the moment you need them,” he says.


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