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.

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.

The post How to lead marketing through economic uncertainty appeared first on MarTech.

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About the author

Staff

Mike Pastore

Mike Pastore has spent nearly three decades in B2B marketing, as
an editor, writer, and marketer. He first wrote about marketing in 1998
for internet.com (later Jupitermedia). He then worked with marketers at
some of the best-known brands in B2B tech creating content for marketing
campaigns at both Jupitermedia and QuinStreet. Prior to joining Third
Door Media as the Editorial Director of the MarTech website, he led
demand generation at B2B media company TechnologyAdvice.

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