Good morning, Marketer, and back to basics with operations 

Something a little different from marketing operations agency Perkuto this week (see below); a guide to the key points to consider when your MOPs organization is under stress. Interestingly, as author Lindsay DiLemmo points out, much the same points need to be considered when you’re confronting a slowdown.

This reminds me of the clear message which went around B2B marketing in 2020, when some brands were faced with skyrocketing demand for their products or services (for example, anything relevant to remote working), while other pipelines suddenly dried up. In both cases, it was back to the ABM basics — prioritizing key accounts, whether to serve their growing needs or to preserve them as customers until the good times come around again.

Kim Davis
Editorial Director

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Shorts

• What we’re reading. 10 books to gift a marketer this holiday season (from LinkedIn Marketing Solutions).
• The future of work. “Forrester is shifting to an ‘Anywhere Work’ model which gives employees the flexibility to work where it makes sense for them—in the office, at home or somewhere in between. It empowers employees, drives employee engagement and ultimately produces better customer outcomes.” Shweta Argawal, Director, Global Corporate Communications, Forrester