Zoom In: Why cutting marketing in tough times is a bad idea

CRN's Tom Wright asks marketing expert Gemma Telford how businesses can continue their campaigns effectively during times of crisis

Marketing is often one of the first areas to see its budget cut when times are tough.

But while this may seem like a good way to save money quickly, marketing expert Gemma Telford told CRN that many businesses don't consider the long-term impact of doing so.

She said that around 90 per cent of marketing spend is thought to be on hold at the moment, meaning there will be a wave of noise when things return to 'normal' and businesses start up again.

Telford also stressed why now is a good time for businesses to build out account-based marketing practices - particularly with sales people still having targets to hit but not able to meet customers in person.