Last year, most marketing managers didn’t think budget cuts were on the horizon for 2020. In fact, according to the Gartner CMO Spend Survey 2019-2020 released in October of 2019, only 18% of survey respondents believed they’d have to deal with budget cuts within the next year.
Of course, no one could have predicted a few months later those same marketers would be faced with the COVID-19 world health pandemic. Marketers naturally are dealing with a different playbook: pushing out content with different tones, debating on campaign timing or maybe even more drastic measures like marketing with a smaller team and reduced budgets.
