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Navigate Through Market Volatility: Insights For CX, Digital, And Marketing Leaders

Forrester

Marketing, customer experience (CX), and digital leaders in consumer-facing businesses are navigating new ways that the world now works — but you can’t let the shifting winds and heavy currents push your business off course.

Here is advice for consumer brand leaders in CX, marketing, and digital business on how to navigate rapidly evolving economic and market conditions.

Your Customer Is Your Pivot Point For Planning, Action, And Communication

Customer obsession is the surest way to business success in any operating environment — not being customer-obsessed will tangibly cost your organization because customer obsession is vital to making good decisions about your strategy, product, service, and ways of operating to grow the business amid any type of turbulence. Among other strategies and tactics:

• Reaffirm your customers, their needs, and how you operate to fulfill them. Build segmentation and good personas and ensure that they’re connected to business goals. Find your value sweet spot — the blend of the four value dimensions (functional, experiential, symbolic, and economic) — that delivers on your target customers’ value needs, matches what your organization excels at, and provides a competitive advantage.
• Create an authentic, actionable CX vision — and land quick, inexpensive wins. Tight budgets, shifting priorities, and small teams? You’ve got this. Focus on filling common gaps in the fundamentals. Use journey mapping to ensure that experiences fulfill the CX vision: Map key journeys, keep it low-fidelity, and focus on critical pain points. Adopt guerilla CX tactics to make the most of resources such as available (even micro-) data and rapid-fire experimentation and learning — and much more.
• Prioritize the types of insights you need for your adaptive marketing strategy. Our data tells us that using customer insights to drive decision-making is among global marketing leaders’ top challenges for 2025. Think long — not just short! — term: For example, will those acquisition tactics and dollars result in customers whom you’re best suited to serve over the long term? 

Flex Adaptivity, Creativity, Communication, Leadership, And Risk Management Muscles

CX, digital, and marketing leaders should lead their teams to collaboratively:

• Create an “always on” planning structure. Work with senior leadership to develop and operationalize a continuous planning loop. Create dynamic roadmaps that embrace approaches such as agile development and design thinking; enable fast and flexible adjustments, including automation technologies; and promote exploration, iteration, and effective measurement.
• Unleash internal creativity. Use the “we’ll try anything” mentality and the fast-changing nature of business to start iterating, testing, and measuring new ideas. Think means to access new markets and customers, new educational materials, or new tools to help your customers navigate through uncertainty.
• Tap generative AI (genAI) for task improvement and effectiveness. With genAI, teams can become more efficient with tasks — and find new ways to tackle challenges. As agentic AI improves and expands, genAI’s role in productivity and creativity will only grow, especially in the hands of people who learn to use the tools well today.
• Lead and communicate. Be a visible change leader and steadying force, keeping employees regularly apprised. Listen to employees closest to your customers and solicit ideas for potential company actions.
• Ratchet up managing the risks in their control. Know the three E’s of risk management: enterprise, ecosystem, and external forces/systemic risks. The rule now: To evaluate risk trade-offs, you must become ultra-disciplined about risk management via a continuous approach to enterprise risk.

Register to attend Forrester CX Summit North America in June, explore the full agenda for the event here.

This post was written by VP, Research Directors Fiona Swerdlow and Rick Parrish and it originally featured here.

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Introduction to the Rise of Solo Marketers

During my days as a consultant at Deloitte, I collaborated on a study about an unexpected trend. Between 2008 and 2010 — in just two years — the average tenure for a CMO jumped from 28 months to 42 months. This was surprising, given the conventional wisdom that the life of a CMO was “nasty, brutish, and short.” Corporate marketing was seen as more art than science and did not directly contribute to revenue in any measurable way. However, we found a reasonable explanation for this sudden change of heart. Around that time, many more CMOs — many of them women — were coming out of business school more fluent in the language of the CEO and CFO. The new CMO appeared to be more business-minded than her predecessors. In time, she was able to earn a better seat at the table.

The Evolution of the CMO Role

In our published report, “From Mad Man to Superwoman,” we told the story of this transformation by tracking the evolution of the CMO, from the golden age of creatives to the time when CMOs were expected to know it all. Fast forward to the present, and many are expected to do it all. This evolution has led to the rise of a new phenomenon: the solo marketer.

Enter The Solo Marketer

In recent months, I have witnessed the rise of the solo marketer, that is, the one-person marketing shop, many at startup or “early growth stage" companies. Having been in the industry for a couple of decades, I can say that this is not entirely new. What is new is how the concept has been so heavily embraced, to the point where it is now being named, defined, and defended. It goes by several names, depending on who you speak with: the one-person marketing team, the T-shaped marketer (older), the full-stack marketer (newer). The latter is my favorite because it so obviously reveals the bias that employers today have toward technology.

The Technology Bias

The term “full stack” originated in the world of software, to position the engineer who can do it all. It’s odd to think of marketers as full stack, as if they were mere composites of software. But the technology bias seems to make business sense. When times are tough, and technology provides a way to reduce the costs of human labor, technology generally wins. For several years, marketing budgets have been shrinking, partly in response to economic uncertainty and social disruption. A recent Gartner report revealed that marketing budgets declined about 15% in the post-pandemic years of 2023 and 2024. It also found that only 24% of CMOs said they had "sufficient budget to execute their 2024 strategy.”

Costs Versus Benefits

But solo marketing is not just about reducing costs. It’s about giving the marketer more power and a sense of agency. Prepping for this article, I chatted online with more than a dozen solo marketers in different industries and different countries. Most regularly use AI, to varying degrees of sophistication, and love the clout they’ve earned by becoming the sole resource of all things marketing. They enjoy the direct line to the company’s leaders, the unique vantage point of understanding the brand on a deep level, and the ability to craft a narrative that reinforces what the company wants to be.

The Pros and Cons of Solo Marketing

That said, many solo marketers complained about the long hours and burnout, though one confessed to the neurochemical rewards that fuel busy marketers. The pros of solo marketing include agility, ownership, and constant dopamine hits when everything aligns. However, the cons include burnout, being the strategist, tactician, and executor, with no one to catch what you drop. Every delay, misfire, or gap ultimately rolls up to you. A more serious challenge is an occupational hazard: lonesomeness. If solo marketers fail to bond with others inside and outside the business, it could adversely affect both the marketer and the business.

Challenges for Solo Marketers

Beyond the emotional impact on the marketer, there’s an invisible cost in creative isolation. Without peers to challenge your ideas, it’s easy to get stuck in your own echo chamber. It reminded me of the echo chambers that AI is creating for people who rely on it too much. In the meantime, there may be even a more serious challenge for solo marketers: the nature of their jobs forces them to prioritize short-term results over long-term strategy. CEOs are obsessed with immediate clicks but forget that if your brand doesn’t mean anything, you won’t scale anything.

The Role of CEOs and Employers

CEOs will need to understand that solo marketers cannot advise them on things like positioning and brand strategy without proper support and resources. They need to know what to look for in a solo marketer and recruit thoughtfully. The reality is that it’s hard, if not impossible, to find someone who possesses all marketing skills. Employers will need to put in an intense amount of effort upfront, both vetting solo marketers in the hiring process and supporting and onboarding them to prepare them for success.

Back to the Table

The scarcity of true full-stack marketers — those who come with a strong human layer — puts pressure on employers. A former colleague of mine recently landed a solo CMO job at a well-funded martech/adtech firm. Originally, the hiring team was looking for someone less seasoned. An advisor intervened and recommended they take a closer look at senior talent — and pay a bit more money for it — and hire my friend. That, of course, put some pressure on her, but she found an opportunity to prove herself on the first day of the job.

Conclusion

Weighing the rewards and risks, what should marketers and their employers be thinking about? First, the expanding role of AI in the marketing workplace is inevitable. There’s no sense fighting it, and it’s an opinion shared by creatives and technologists alike. Second, not all solo marketers are created equal. So-called “soft skills” will continue to differentiate the best and the brightest, and employers will need to compete for them, as they always have. Finally, marketing today is in a position where it may need to reposition itself. Behind the corporate drive to do more with less with more technology is the relentless, historical mandate to make money and cut costs.

FAQs

• Q: What is a solo marketer?
  A: A solo marketer is a one-person marketing team, often found in startup or early growth stage companies.
• Q: What are the benefits of solo marketing?
  A: The benefits include agility, ownership, and constant dopamine hits when everything aligns.
• Q: What are the challenges of solo marketing?
  A: The challenges include burnout, being the strategist, tactician, and executor, with no one to catch what you drop, and creative isolation.
• Q: How can CEOs support solo marketers?
  A: CEOs can support solo marketers by providing them with the necessary resources and support, and understanding that they cannot advise on things like positioning and brand strategy without proper support.
• Q: What is the role of AI in solo marketing?
  A: AI plays a significant role in solo marketing, as it can help with tasks such as data analysis and content creation, but it also creates echo chambers and can lead to creative isolation.

Software and platforms for DEIA, such as diversity, equity, inclusion, and accessibility training, have become increasingly important in today’s workplace. Leveraging AI for DEIA training is a game-changer, offering a new era in inclusive learning. With AI-powered tools, organizations can create personalized and interactive training programs that cater to diverse learning needs and styles.

What is DEIA Training?

DEIA training is designed to promote a culture of inclusivity and respect within organizations. It aims to educate employees on the importance of diversity, equity, and inclusion, and provide them with the skills and knowledge needed to create a welcoming and accessible work environment. DEIA training can be delivered through various formats, including in-person workshops, online courses, and AI-powered simulations.

Benefits of DEIA Training

The benefits of DEIA training are numerous, including improved employee engagement, increased productivity, and enhanced creativity. By fostering a culture of inclusivity, organizations can attract and retain top talent, improve customer satisfaction, and enhance their reputation. DEIA training can also help organizations to comply with regulatory requirements and avoid costly lawsuits.

How AI Can Enhance DEIA Training

AI can enhance DEIA training in several ways, including personalization, gamification, and simulation-based learning. AI-powered tools can analyze employee data and create personalized learning pathways that cater to individual needs and preferences. AI can also make DEIA training more engaging and interactive, using gamification techniques such as quizzes, challenges, and rewards.

AI-Powered DEIA Training Platforms

Several AI-powered DEIA training platforms are available, offering a range of features and functionalities. These platforms can help organizations to create and deliver DEIA training programs that are tailored to their specific needs and goals. Some popular AI-powered DEIA training platforms include diversity and inclusion learning management systems, AI-driven training simulations, and virtual reality-based training tools.

Best Practices for Implementing AI-Powered DEIA Training

To implement AI-powered DEIA training effectively, organizations should follow best practices such as defining clear goals and objectives, selecting the right AI-powered platform, and providing ongoing support and evaluation. It is also essential to ensure that AI-powered DEIA training is accessible and inclusive, using techniques such as closed captions, audio descriptions, and keyboard-only navigation.

Overcoming Challenges and Limitations

While AI-powered DEIA training offers many benefits, there are also challenges and limitations to consider. These include ensuring data quality and accuracy, addressing bias and fairness, and providing transparency and accountability. Organizations should also be aware of the potential risks of relying too heavily on AI, including the risk of perpetuating existing biases and stereotypes.

Real-World Examples of AI-Powered DEIA Training

Several organizations have successfully implemented AI-powered DEIA training programs, achieving significant benefits and improvements. For example, a leading tech company used AI-powered training simulations to reduce bias and improve diversity hiring practices. Another organization used AI-driven training tools to enhance employee engagement and retention, resulting in significant cost savings and improved productivity.

Measuring the Impact of AI-Powered DEIA Training

To measure the impact of AI-powered DEIA training, organizations should use a range of metrics and evaluation tools. These can include surveys and feedback forms, diversity and inclusion metrics, and return on investment (ROI) analysis. By tracking and analyzing these metrics, organizations can refine and improve their AI-powered DEIA training programs, ensuring that they are effective and impactful.

Conclusion

In conclusion, leveraging AI for DEIA training is a new era in inclusive learning, offering a range of benefits and opportunities for organizations. By using AI-powered tools and platforms, organizations can create personalized and interactive training programs that cater to diverse learning needs and styles. While there are challenges and limitations to consider, the benefits of AI-powered DEIA training make it an essential investment for any organization committed to diversity, equity, inclusion, and accessibility.

Frequently Asked Questions (FAQs)

Q: What is AI-powered DEIA training?

A: AI-powered DEIA training uses artificial intelligence and machine learning algorithms to create personalized and interactive training programs that promote diversity, equity, inclusion, and accessibility.

Q: How can AI enhance DEIA training?

A: AI can enhance DEIA training by providing personalization, gamification, and simulation-based learning, making training more engaging and effective.

Q: What are the benefits of AI-powered DEIA training?

A: The benefits of AI-powered DEIA training include improved employee engagement, increased productivity, and enhanced creativity, as well as improved compliance and reduced risk.

Q: How can organizations implement AI-powered DEIA training effectively?

A: Organizations can implement AI-powered DEIA training effectively by defining clear goals and objectives, selecting the right AI-powered platform, and providing ongoing support and evaluation.

Q: What are the challenges and limitations of AI-powered DEIA training?

A: The challenges and limitations of AI-powered DEIA training include ensuring data quality and accuracy, addressing bias and fairness, and providing transparency and accountability.