Navigating COVID-19 in Your Sales and Marketing

Jim Lovell, the Commander of Apollo 13 said, “There are three kinds of people in the world: those who make things happen, those who watch things happen, and those who wonder what happened.”

But then, in 1513, Niccolo Machiavelli had said, “There are three different kinds of brains. One understands things unassisted, while the another understands things when shown by others. The third kind understands neither alone nor with the explanations of others. The first kind is most excellent, and the second also excellent. The third, however, is useless.”

When COVID-19 hit, businesses everywhere had not only to deal with the virus, but with the government’s reaction to the virus. Essentially, businesses did not go on pause: they went on full stop or lock down as was described.

We are going to live with these decisions for many years ahead of us. As Scott Berman, the principal and industry leader at PwC said in an online panel discussion “Recovery by Numbers,” “Data are better now, but data scientists have to speak to the moment. We are far from the end.”[1]

My question since the onslaught of COVID-19 was simple: what did businesses do when this happened? Did they make things happen, watch what happened or wonder what happened? What kind of brains did we have – the kind that understood unassisted, when shown by others, or neither alone or with the explanations of others? In other words, were we excellent or useless? Most important, what could we learn from the reaction of businesses to COVID-19?

I could tell you what our business did, but that would be self-serving. Instead I interviewed businesses, watched webinars and drove our small business forward so that today, we’re still standing. Fighting. Trying to make things happen.

But, not all businesses did the same thing. What did the ones that are still standing do? What did the ones that fell (often, there was nothing they could do about it) share in common?

I wanted to share what I heard and decided to post what I wrote. Hopefully, what I learned during this unbelievable disruptive time will help you get through these turbulent waters, which are here and still ahead of us for some time to come.

Please click on any of the sections below. And, Good Luck!

Navigating COVID-19 in Sales and Marketing in Travel and Hospitality

Navigating COVID-19 in Your Sales and Marketing

Navigating COVID-19 in Your Sales and Marketing in Manufacturing

Navigating COVID-19 in Your Sales and Marketing from the Home

Navigating COVID-19 in Your Sales and Marketing in Architecture

Navigating COVID-19 in Your Sales and Marketing in Media Outlets

Navigating COVID-19 in Your Sales and Marketing in Retailing

Navigating COVID-19 in Your Sales and Marketing in Security

Navigating COVID-19 in Your Sales and Marketing in Showrooms

Navigating COVID-19 in Your Sales and Marketing with Resilience


[1] Recovery by the Numbers: What to Expect in the Lodging Industry, held on September 15 with Linda Canina, Professor, Cornell School of Hotel Administration, Aran Ryan, Director, Lodging Analytics, Tourism Economics, Scott Berman, Principal and Industry Leader, PwC, Jess Petitt, VP of Analytics, Hilton, and Jan Freitag, Senior VP, STR. The session featured five lodging industry veterans sharing their experiences thus far and taking a close look at the road ahead, offering insights into the recoveries already underway in some sectors as well as strategies for how other sectors can successfully weather this unprecedented storm.

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