• Short-term

    Triage to Stop the Revenue Bleed (Short-Term Strategy)
    When revenue starts to decline, companies need to triage key areas of the business to stop the loss.

    Stop the Bleed
  • Mid-term
    Mid-Term Icon

    Holding Pattern (Mid-Term Strategy)
    Adjusting to doing more with less, this area focuses on balancing revenue-generating activity while being fiscally conservative.

  • Long-term

    Normalization (Long-Term Strategy)
    The long-term strategy for supporting the efforts needed to grow the business in the “New Normal.”

    Long-Term Icon

COVID Strategy Roadmap

Stop the Bleed Icon

I: Triage to Stop the Revenue Bleed

Strategic Direction Icon

Strategic Direction

Assess the Situation

What are the current business impacts?

 

Determine Adjustments

Take a nuanced approach to expense reduction by determining whether the decision is a short-term versus a long-term adjustment. 

 

Patience Is Key

Be patient with employees who are juggling remote-life adjustments and family at the same time.

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Sales & Marketing

Assess Your Marketing Plan

Be prepared to determine marketing ROI and shift to digital.

 

Communication Is Critical

Communicate ongoing information changes. 

Update sales materials to include new objections (pricing, payment flexibility, delayed onboarding, delivery logistics).

 

Document the Situation

Take prospecting notes and update your CRM with new statuses.

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Customer Service & Support

We Are Here and Here’s What’s Changed

Communicate to your customers that you’re open for business and how you are addressing COVID-19 issues. Convey hours of operation, logistics updates, and staffing changes.

 

Practice Empathy

Everyone has been personally affected by the pandemic. Remember to be empathetic to meet their needs. 

Finance & Budget

Finance & Budget

Assess Your Expenses and Revenue

Calculate your current revenue and expenses. Negotiate service contracts. 

 

Work Together

Take a comprehensive look at revenue impacts. Determine the staff you need for the business. Consider the long-term impacts of workforce reductions.

 

Examine Finance Options

Look at government loans and grants.

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II: Holding Pattern

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Strategic Direction

Goal-Setting

Set short-term goals for the next 3–6 months. 

 

Critical Strategy Shifts

Prioritize critical strategy shifts that generate revenue or reduce expenses (e.g., selling online). 

 

The Long-Running To-Do List

Use this time to check off some of those projects you’ve been putting off (e.g., Website refresh, database cleanup).

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Sales & Marketing

Virtual Marketing

Shift to digital: Virtual events, Organic search, Email Marketing and Social media

 

Targeted Selling

Switch to account-based selling.

 

People Buy from People They Like

Ditch direct sales. Focus on relationship-building activities.

 

Revise Sales Enablement

Determine what relationship-building collateral you need. Conduct a competitive analysis and update battle-cards.

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Customer Service & Support

Stay Flexible

Have a plan for customers with financial or staffing difficulties. Empower service staff to offer payment terms/discounts.

 

Prepare for the Deluge

Plan for high call volumes and increased service support. Identify and document processes, so you’ll be ready.

 

Address customer concerns quickly to create a lasting impression.

Finance & Budget

Finance & Budget

Plan for What May Come

No one knows what happens next. Be ready by planning for multiple scenarios. Look at business cycles and try to determine actionable thresholds (e.g., if revenue declines 10%, how will you trim expenses?).

 

Revise Your Financial Plan

Revise your financial plan as things stabilize.

Normalization

III: Normalization

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Strategic Direction

Cohesive Strategy

Once things normalize, ensure all departments are cohesively aligned on the business priorities. 

 

Rethink Your Brand

How have these adjustments changed your culture, service, and commitment to your customers? 

 

Contingency Planning

Assess your contingency plan to prepare for the next economic disruption. 



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Sales & Marketing

Marketing for the Future

Plan for increased pricing in paid media, influencer marketing, and data. 

 

Ensure your virtual events stand out and rethink sponsorship packages to provide more value. 

 

Where Is Everybody? 

Update your database to ensure you have the right contacts. Workforce reductions mean your database is already outdated. 

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Customer Service & Support

Increased Communication

Stay in touch with customers, check in frequently, and keep their needs in mind. 

 

Establish New SLAs

Once you have a handle on your communication volume, establish a standard for service response. With more companies going online, customers will be looking for a rapid response to their needs.

Finance & Budget

Finance & Budget

Investing in What Matters

Align financial planning with business priorities, so that when revenue increases or a loan is obtained, you will know exactly how that money will be spent. 

 

Keep up with ever-changing laws, so you can take advantage of government assistance and grants.

Why Partner with GreenLit?

GreenLit Marketing provides our clients with the clarity and insight needed to make strategic decisions about their businesses that affect the bottom line.

We offer strategy, consulting, and services to small and mid-sized businesses that need a comprehensive partner to prioritize their needs based on business impacts.

Services start at $4,500.

Business services include:

  • Strategic Business Assessment
  • Revenue Planning
  • Marketing Strategy Development
  • Virtual Events Strategy
  • Sales Enablement
  • Customer Service Training
  • Revenue Operations (Sales, Marketing and Service Systems)

GLM offers a complimentary 20-minute strategic assessment and Saturday hours for small business owners.

Schedule your Consultation