What marketers can learn from startups responding to crisis

Alison Lange Engel, a B2B Institute Research Fellows, gives her frontline insights into the startup space and what lessons there are for marketers and business leaders.

As a think tank focused on studying the future of B2B marketing and decision making, The B2B Institute is tapping our expert network, seeking different perspectives that can provide a macro point of view on how marketers can best weather the storm.

The startup world is an interesting space to study, as frequent pivots and the need to quickly adapt to rapid change come with the territory. That said, the scale of disruption currently happening is clearly several magnitudes larger than what even s

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