Beyond belt-tightening: How marketing can drive resiliency during uncertain times By Julien Boudet , Marc Brodherson , Kelsey Robinson , and Eli Stein

Instead of focusing too much on deep and blunt budget cuts, companies can take an investor mindset view, with a more granular approach to marketing dollars: cutting back where they’re currently overspending but also investing more where there’s greater potential for longer-term ROI.

Read more in Mckinsey