The report highlights the importance of marketing and sales excellence in the current crisis. Companies must prepare for worst-case scenarios while also positioning themselves for future competitiveness. The report suggests that this is an opportunity for marketing and sales leaders to optimize their cost base while increasing sales performance. The key challenge is to reduce costs without jeopardizing sales generation capabilities. Marketing and sales executives must carefully evaluate cost-cutting measures, considering their time to impact and potential negative impact on front-end effectiveness. It is also important to motivate and focus the sales force in this difficult environment. The report emphasizes the importance of considering structural and operational costs, such as personnel and advertising, when making cost-cutting decisions. Overall, the report emphasizes the need for rigorous cost management across all functions, especially for export-oriented engineering and manufacturing companies.
