Don’t take my word for it — J.P. Morgan. Goldman Sachs. New York Fed Recession Probability Model.

If a recession is inevitable be ready to weather the storm.

You don’t need a world-renowned economist to tell you there’s an economic storm brewing. You may want to ‘batten down the hatches’.

When GDP numbers are being adjusted downward, inflation is back on the rise, cost of credit high… a recession is looming.

"A recession is like a big old freight train. You feel the vibration. Then you hear it. Then you can see it. Now get the hell off the tracks."

Don’t take my word for it. J.P. Morgan Research. Goldman Sachs. Bankrate’s Economist Survey. New York Fed Recession Probability Model. Along with Forbes and other analysts arrive at varying numbers. But all agree 2025 will likely be recessionary.

As always, the chilling impact on Capital Expenditures will be felt in cratering sales forecasts.  Inevitably, companies focus on the obvious ‘stop-gap’ measures first. Controlling costs across the board.

Cost-control is always an exercise of doing without. Forestalling critical projects.

A bit of historical data — in the 2007-8 ‘Great Recession’, CapExs dropped on average,18% from a 2007 peak. It was well into 2010 before the numbers started to rebound.

A recession is like a big old freight train. You feel the vibration. Then you hear it. Then you can see it. Now get the hell off the tracks.

There are still plenty of prospects in the market. Recessions don’t change needs. They just make it so fewer prospects can move forward… now.

In addition to being aligned with your value-proposition, you need to be much more efficient at capturing opportunities. Recessions don’t change needs, but failures to target effectively can dry up funnels and stifle pipelines.

If you hesitated in the past to work with a Demand Gen partner, rethink that hesitation.         

If the Demand Gen service offering is comprehensive, the pay-off in mid-funnel opportunities can be significant.

The quest for a true omnichannel marketing approach is to ensure no viable paths are untraveled. If your Account-based Marketing strategy is not ‘on-point’… you’re losing opportunities.

The ability to target, capture qualified prospects, streamline and scale campaigns to evolving goals is the process of Demand Generation. Being nimble enough to adjust to chaotic economic realities is invaluable.

This is not the time to hesitate to ‘level up’ your game. Reinforce your sales department to weather whatever storm this economy is about to dump on us.

Take the time to learn how Second Sight uses Account-based Marketing, AI-based insights, and multimodal outbound email, call campaigns, to bring new prospects to your table. Read “How Based is your Account-Based Marketing?”.

-JF