It is time to grow market share by leaning into budgets and pushing them to deliver. Marketers need to find ways to create hard-working creative and content that engages and converts efficiently in core target segments. Taking a back seat to a more difficult market poses serious risks and you’ll lose the battle for market share and mind share because your brand didn’t show up when it matters most – not to your organization, but to your customers.
Be smart about where you deploy spend, look for high probability targets and nurture longer-cycle opportunities, but don’t let them distract you from optimizing the quicker to convert and close opportunities in your pipeline. (