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Planning in Uncertainty: Why Cutting Marketing Is the Wrong Move

June 4, 2025 at 10:17 am, No comments

iStock-1362847684.jpgThe business environment right now is anything but stable. Layoffs, shifting priorities, rising costs, and increased pressure on leadership teams have made planning feel more like guessing. In a recent LinkedIn poll, I asked:

What feels most unclear in your business right now?
The top response—by far—was “Planning in uncertainty.”
Nearly 70% of respondents said this is their #1 challenge.

And it’s no surprise. When markets are volatile and internal alignment feels fragile, the instinct is to slow down, cut costs, and “wait things out.”

But here’s the truth: businesses that show up strategically during uncertain times consistently come out ahead.


What the Research Says

It’s not just a gut feeling—it’s a proven strategy. A study published in Harvard Business Review analyzing 4,700 companies during three global recessions found that:

“Companies that cut costs faster and deeper than rivals don’t necessarily flourish. They have the lowest probability—21%—of pulling ahead of the competition when times get better.”

On the other hand, companies that maintained targeted marketing efforts and doubled down on customer connection were more likely to emerge stronger post-recession.

Similarly, Forbes Agency Council recently reinforced this idea, stating that:

“Surviving a recession means adapting your marketing model—not abandoning it. Businesses that prioritize brand visibility, customer education, and authentic engagement outperform their peers.”

So why do so many organizations still default to cutting marketing first?


The Real Problem: Misunderstanding Marketing’s Role

In many companies, marketing is seen as a cost center, not a strategic lever. It’s viewed as the “last mile” of execution, rather than a partner in business development, reputation management, or client re-engagement.

That’s a dangerous misperception—especially in an environment where attention is scarce, and trust is harder than ever to earn.

Because here’s the reality:
Marketing is how you stay visible, relevant, and credible—especially when uncertainty clouds the path forward.

And you don’t need a Super Bowl-sized branding campaign to make it work.


How to Market Strategically in Uncertain Times

Smart leaders aren’t spending recklessly—they’re spending strategically.
Here are a few ways to maintain momentum, even with tighter budgets:

  1. Prioritize clarity in messaging.
    Make sure your brand is aligned on who you serve, what you offer, and why you matter. Confusion kills momentum.

  2. Invest in thought leadership.
    Share insights, not just promotions. Become the go-to voice in your niche by offering real perspective on what's changing in your industry.

  3. Re-engage your existing audience.
    Often, growth isn’t about finding new people—it’s about reconnecting with the ones you already reached (and perhaps lost touch with).

  4. Leverage low-cost PR.
    Media placements, op-eds, awards, and partnerships can build trust and credibility—without heavy ad spend.

  5. Experiment in sprints.
    Create short-term, testable marketing initiatives with clear KPIs. This creates a rhythm of action without overcommitting resources.


Uncertainty Isn’t the Enemy—Inaction Is

You don’t need perfect clarity to move. You need enough insight to make the next right decision.

In times like these, the most strategic thing you can do is keep showing up for your brand—intentionally, authentically, and consistently.

Because when your competitors go silent, your voice becomes even more valuable.


Want help clarifying your strategy or finding smart ways to stay visible during uncertain times?
Let’s talk. I help organizations align their marketing with business outcomes—no fluff, just focus.


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