How to lead marketing through economic uncertainty
Marketing in a downturn feels chaotic. But it doesn’t have to. Lisa Cole shares how to regain control with audits, AI and bold GTM moves.
Feeling the squeeze of economic uncertainty? You’re not alone. With tariffs and geopolitical tensions weighing heavily on the economy, marketing leaders everywhere are searching for a clear path forward.
In this episode of Conversations with MarTech, we sit down with Lisa Cole, an award-winning marketing leader and four-time CMO who’s currently at the helm as CMO of marketing managed services firm 2X. Lisa shares her invaluable expertise on how to not just survive, but thrive during uncertain economic times.
Discover why making across-the-board cuts isn’t the answer. Lisa reveals why reallocation, not cuts, is the strategic move, drawing on lessons from past downturns that show businesses recovering fastest are those that lean in, especially with their go-to-market (GTM) strategy.
Before you can strategically navigate the challenges, you need to get your house in order. Lisa stresses the importance of auditing marketing’s operating model as the crucial first step. We’ll also explore the powerful roles of outsourcing and AI in boosting efficiency and streamlining workflows, enabling your marketing team to work smarter, not harder.
Dig deeper: More Conversations with MarTech
Episode highlights
0:52: Meet Lisa Cole, CMO of 2X.
1:47: What makes this downturn different?
3:16: Your first move when uncertainty hits.
6:11: “Cutting is not a strategy.”
8:42: Unlocking efficiency.
Follow Conversations with MarTech on:
MarTech is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.
Related stories
About the author
