Building sales & marketing resilience in a recessionary environment

How to drive business growth with data

With the economy under pressure and the resilience of businesses being tested, sales and marketing teams stand on the frontline. They urgently need to harness data to strengthen and grow existing client relationships, and for insights into new opportunities. Understanding customer motivations is not always easy, however, and requires a sophisticated approach to data management and interpretation.

Weak growth conditions across much of Europe are testing the resilience of even the highest-performing companies. Sales and marketing teams are charged not just with piloting their businesses through the economic turbulence, but turning the situation around and acting quickly on expansion opportunities when the inevitable recovery begins.

New tools are emerging to help them achieve these goals, but as Dun & Bradstreet experts point out, there is an art to applying these solutions effectively and harnessing the power of the data that companies themselves often hold.