Who would have thought that 2020 would be the year when offices would become ghost towns, schools locked-down and businesses around the world hung up signs saying "closed for the duration"?
The speed and pace of the crisis has shocked us all and has forced many businesses to accelerate their digital transformation plans.
Reluctant businesses that were shying away from flexible working are now having their hand forced. I know some local businesses that rushed out at the start of this crisis to buy laptops to keep their employees operational at home - small businesses just weren't ready.
Buyers are now digital first (more so than before). Reaching your buyer via their office telephone or address is no longer possible - at least for the next few months. With GDPR now firmly in place, email is also limited unless they've actively opted in!
Now, more than ever, businesses need to invest in shifting their entire approach to market.
The traditional marketing led lead generation effort isn't going to work efficiently in a world of digital buyers.
Adapting and aligning marketing, sales and customer service techniques will be vital if businesses are to survive the turbulent months to come.
Smart businesses will align insights and behaviour data across teams to build a digital picture of their prospects and customers.
They'll understand the impact that Social Selling can have when aligned to digital marketing efforts because in isolation, your modern sales team will have little or no impact.
Digital led businesses will be data driven and they won't be focused on aligning their processes internally. They'll be focused on aligning their processes to the customers buying journey.
So, Covid-19 is shifting business models whether they like it or not. It's a time for accelerated innovation and agility.
Fast forward to March 2020, when – for the first time in my lifetime – the U.S. government began ordering the closure of brick-and-mortar businesses because of the COVID-19 outbreak. The ensuing months have resulted in a whirlwind of legislative changes – and legal battles – but more importantly for business owners, it's fundamentally shifted how consumers behave. This means adapting our marketing, customer service and sales techniques to stay alive in a fast-moving and confusing environment are absolutely vital. Enter LinkedIn. Rising above the COVID-19 outbreak will solidify the bond among businesses and this powerful social tool.