Strategic marketing decision-making can sometimes feel like navigating a ship in a storm. The waves are crashing, visibility is low and the temptation to drastically change course can be overwhelming.
But in marketing, much like in sailing, knowing when to stay the course and when to make a strategic course adjustment is crucial for long-term success.
The Siren Song of “Pivot”
Pivot has become a buzzword, particularly after the dramatic shifts caused by the COVID-19 pandemic. While agility is essential, pivoting for the sake of pivoting can be a dangerous game. It’s vital to differentiate between a knee-jerk reaction and a well-considered strategic adjustment.
Sometimes, the most successful pivots come from unexpected places. Take Slack, for example. Originally developed as an internal communication tool for a now-defunct video game called Glitch, the platform emerged from a team that recognized the value of what they had built, just not in the way they initially intended. By shifting focus from gaming to workplace collaboration, Slack transformed a niche internal tool into one of the most widely used messaging platforms in the business world. It’s a powerful reminder that staying agile and leaning into your strengths can turn a setback into a breakthrough.
So, how do you know when to stay the course on your marketing strategy and when to make a shift?
When to Hold Steady:
- You’ve built strong brand equity. If your brand has a loyal following and a clear identity, consistency can be a powerful anchor in uncertain times.
- Your strategies are still working. If your core marketing strategy is sound, don’t abandon it—optimize it. Build upon a track record of success.
- You have a clear long-term vision. If your goals still resonate, minor adjustments may be all you need to position your organization for growth.
When It’s Time to Pivot:
- Your audience is changing. If consumer behavior is shifting in a meaningful way, your organization should adapt to remain visible and relevant to its audience.
- External forces are reshaping the landscape. Whether it’s economic shifts, new tech or global events, sometimes the world changes faster than we expect. Your strategies should evolve to thrive in today’s landscape.
- Your performance is slipping. If your KPIs are consistently trending downward despite your best efforts, it may be time for a bigger move. Lean into areas where you’re seeing positive traction.
We’ve seen this before. During the COVID-19 pandemic, businesses that pivoted with purpose—restaurants offering meal kits, fitness studios going digital, distilleries making hand sanitizer—did more than survive. They found new ways to thrive.
The key? They understood their audience, leaned into their strengths, stayed agile and communicated clearly.
Eyes on the Horizon:
Our fractional CMOs are always watching for opportunities to help our clients navigate uncertain waters. These are a few trends we’ve seen recently.
- Adjusting messaging. In times of change, relevance is everything. Brands must stay attuned to their audience’s evolving needs, fears, and motivations. This means revisiting your messaging regularly to ensure it reflects the current moment—whether that’s offering reassurance, highlighting value, or celebrating resilience and optimism. Empathy, transparency and authenticity are key to building trust and maintaining engagement. As our Founder & CEO Melea McRae puts it in her thoughts on Authenticity in Marketing:
“It’s not just about who you are today, but who you wish to become in the future—and it all begins with your audience.”
- Investing in paid media. Advertising remains one of the most effective ways to reach new audiences and reinforce brand presence. In periods when competitors may be pulling back, maintaining or increasing your media spend can help you gain market share and visibility. Focus on high-performing channels, leverage data to optimize targeting and explore emerging platforms to stay ahead of the curve. A well-timed campaign as part of your marketing strategy can create lasting impact. When Open Road Driver’s Plan (ORDP), a provider of legal services for commercial drivers and fleet operators, sought to improve its marketing ROI, Crux stepped in to help chart a more effective course. By auditing its existing ad campaigns and implementing a refined SEM and display strategy, we improved conversion rates and helped ORDP better connect with its ideal audience. The result? A 10:1 return on ad spend—proving paid media’s power to reach potential customers.
- Cultivating advocates. Your most powerful marketing tool is a satisfied customer. By nurturing strong relationships with loyal customers, you can turn them into passionate brand advocates who share their experiences organically. Consider implementing loyalty programs that reward repeat business and deepen emotional connections. e.l.f. Beauty took this approach when it revamped its customer engagement and loyalty program strategy. Its approach focused on creating emotionally resonant experiences by blending AI-powered personalization with real-time customer insights. This shift transformed their loyalty program from a transactional model into a relationship-driven one. As a result, e.l.f. saw stronger customer engagement and improved business outcomes, demonstrating how emotional connection can drive loyalty and growth. Additionally, influencer marketing—especially when aligned with authentic voices who genuinely resonate with your brand—can amplify your message and build trust with new audiences. Whether it’s a micro-influencer with a niche following or a long-time customer sharing a glowing review, advocacy drives credibility and growth.
As our fractional CMOs help clients navigate the turbulence of the moment, the question isn’t just whether to stay the course or pivot. It’s this:
How do you want to show up when the waters calm?
Just like a seasoned sailor reads the wind and adjusts the sails—not the destination—your marketing strategy should be guided by both vision and vigilance. Whether you’re navigating calm seas or stormy waters, the key is knowing when to stay the course and when to pivot with purpose.
At Crux, we help uncover your moment of opportunity—whether that means reinforcing your brand’s positioning, highlighting a strategic edge, or making a bold move to capture market share. As we explored in Accelerate Through the Turn, the most successful brands don’t slow down in uncertainty—they lean in, adapt, and find momentum in the curve. Like the businesses that thrived during past disruptions, success comes from understanding your audience, leaning into your strengths, and staying agile.
As we’ve seen, even the most turbulent tides eventually settle. The question is: how will your brand be positioned when they do?
Let’s make sure you’re not just weathering the storm, but catching the wind in your sails and pulling ahead.
