Most consumers understand the value of branding. When asked, people can point to their favorite brands and say why they like them and are loyal to them. With the uncertainty of COVID, people are relying on the brands they trust, not only as sources of information and products that can help them get through these difficult times but also for emotional support.
Are you one of the B2B or B2C organizations adjusting lead generation and selling tactics to increase revenue and set the stage for continued growth in this new business environment? If so, how do you validate your new or adjusted revenue model and determine if it will produce a return on investment (ROI) for the required resource allocation?