Uncertain Times Call for Definitive Action
Four Strategic Tensions Facing CEOs in 2023
A survey of CEOs and executive go-to-market executives shows their actions are contradicting their strategic intent as they enter 2023. The contradiction is driven by a clear tension between managing expenses amid recession uncertainty, and appropriately timing the recovery to capture returning demand.
Four strategic tensions that appear in our surveying and conversations:
- Protect margin, but growing commercial headcount
- Keeping a focus on the long term, but deprioritizing new growth bets
- Aiming to transform to more valuable revenue streams, but starving that transformation of resources
- Prioritizing customer acquisition, but deprioritizing marketing spend
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