It also revealed that 44% of digital marketing leaders who enacted a contingency plan during an economic disruption were able to exceed their organizations’ expected profit growth as a result.

“With ongoing economic and geopolitical disruption, contingency plans are more important than ever,” said Greg Carlucci, senior director analyst in the Gartner Marketing practice. “Having a plan is a good first step, but following through on that plan when disruption occurs is what really matters.”