WhatTO DO NEXT RE-THINK MARKETING 1 Marketers should play a key role in Adaptive Businesses. They can do this by shifting from static communications to more engaging virtual experiences and by serving as strategic internal partners who provide account-level insights back to sales, product, and other organizations. As buyer needs and interests change, so must content and experience. Marketing must be ready to adapt by continuously learning how buyers want to engage. 2MAKE YOUR BUSINESS HYBRID From products and services to customer interactions, every part of the Adaptive Business is re-evaluated and categorized as physical, virtual, or hybrid. Can your services be delivered virtually? Can you provide self-service online tools? Do your virtualization efforts build trust and advocacy as well or better than in-person experiences? Where should you avoid going virtual, either because of a loss of a customer connection or your ability to provide your offering? Evaluate all of these questions and act accordingly. INCUBATE INNOVATION 3Tomorrow’s advantage won’t be built by purchasing out-of-the-box technology. As with other transformations, the biggest innovations are creative and first to market. Adaptive Businesses should be able to seize these innovations through effort, not luck. Doing so requires an incubation environment centered on solving a core customer challenge while still being free to embrace risk environment. 2323 BUSINESS & GROWTH TRENDS 2022 OGILVY GROWTH & INNOVATION