Flood season for sales and marketing

In a flood, you do what you can to protect yourself and, then, your property. Your planning horizon can be measured in minutes and hours. Today many sales and marketing executives find themselves in a similar predicament, as their customers and prospects face an unprecedented economic flood that is causing them to rethink spending, cut ties with suppliers and try to survive the negative spending cycle they are in. Marketing and sales executives should be ready to pursue a competitor's customers and upgrade their talent.