We’ve seen companies, for example, make — Ecosystems to drive adaptability. The sizable allocations of marketing budget disruptions in supply chains and offline in days and even hours, and launch new buying channels have made adaptability ecommerce businesses in a matter of weeks. crucial not just to survival but to accessing Start-up leaders establish an agile cadence opportunities quickly. In the short term, through daily team check-ins, weekly adaptability may mean how companies 30-minute CEO reviews, and biweekly work with agencies and partners, but in the hourlong sprint reviews. long-term, it will require new partnerships and non-traditional collaborations, — Human at the core. To drive rapid action, including strategic M&A. companies will need to rethink their operating model, building it around how their people work best. Our B2B Decision Maker Pulse Three steps to get started on Rapid survey research has shown that more than 50 Revenue Recovery percent of businesses find a new remote sales Capturing revenue rapidly requires taking a model to be of equal or greater effectiveness combination of actions. What those are will than the old one. Enabling people will clearly depend on each company’s situation. Top require a new set of skills and capabilities, performers, however, take three steps with from facility with tech to working remotely. rigor and discipline: Successful pivots to a remote sales model, for example, will require an entirely new level of 1. Identify and prioritize collaboration and coaching between front- Commercial leaders will need to plan for line sales reps and leadership in order to meet recovery based on a clear understanding of consumer expectations. their starting point and insights into demand patterns ahead of and during the recovery. This — Accelerate digital, tech, and analytics. It’s is crucial for knowing what to do and when. We almost become a cliché to say that the have identified more than a dozen marketing crisis has become an inflection point in the and sales activities that can capture revenue shift to digital, but the best companies are quickly (Exhibit 2). Some are more relevant to moving quickly to enhance and expand their B2C companies, while others make more sense digital channels. They’re successfully using for B2Bs. advanced analytics to combine new and innovative sources of data, such as satellite Once identified, these measures need to imaging, with their own insights to derive be rigorously assessed by their impact on “recovery signals.” EBIT and the company’s ability to execute quickly. That starts with a clear view of — Purpose-driven customer playbook. Putting the market and thoughtful forecasting of customers at the center of the business demand across channels, based on granular is a long-established principle, but post- views of the customer and of the possible coronavirus businesses will need a deep economic scenarios. These will require a recalibration of how customers make more sophisticated approach than those used decisions. Companies will need to rethink traditionally to develop deeply granular insights. decision journeys to understand what Leading organizations are using advanced customers now value and design new use analytic models with multiple sources of cases and customer experiences based on insights (for example, point-of-sale data, those insights. That means a more nuanced primary consumer research, social listening, approach to segmenting customers. Rapid Revenue Recovery: A road map for post-COVID-19 growth 31