February 2023 Six steps to build marketing resilience now2 The economic shockwaves of the COVID-19 pandemic caught many marketing leaders off guard. Across industries, marketing budgets plummeted. In the years following, many organizations rebuilt their marketing budgets to new highs. Along the way, smart leaders leaned into new solutions that helped address challenges and deepen customer connections—proving that even in times of unprecedented global chaos, marketing can serve as a compass for mapping the path to growth and brand resilience. Now, yet again, economic indicators are warning of a downturn, with two in three CMOs reporting that they feel less optimistic about the trajectory of the economy1. Historically such conditions would have likely led to cuts in marketing bud

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