In a volatile business climate, uncertainty isn’t an occasional disruption—it’s the new normal. Yet many firms still treat marketing as a cost center rather than a strategic lever for navigating risk, building resilience, and driving long-term value.

Drawing from a new MSI Whitepaper that synthesizes insights from leading academic journals, MSI Managing Director Keith Smith and Chief Knowledge Officer Earl Taylor will lead a fast-paced 30-minute conversation unpacking the research on how top firms should rethink marketing in the face of uncertainty. Explore:

• Why slashing marketing budgets in tough times is a risky move
• How to use real options logic and portfolio thinking in marketing investments
• The role of adaptive analytics and scenario planning in turbulent environments
• How marketing strengthens stakeholder trust and organizational agility

Whether you’re managing budgets, planning campaigns, or advising strategy, this session will offer evidence-based insights to help you lead with confidence—even when the path ahead is unclear.