Executive Summary The COVID-19 crisis has presented a series of challenges for marketing and sales leaders, from radical changes in consumer sentiment to unpredictable behavior to threats to brand relevance. Responding to these challenges and rebounding strongly will come down to the smart use of marketing technologies, enabling CMOs and their teams to understand their consumers, protect market share, prepare for scalability and ultrapersonalization, and plan for the future. “Companies who are well set up to function online, who prioritize data analysis and automation, and who make decisions based on insights provided by bleeding-edge solutions, are well-positioned to come out of the crisis and rebound faster.” AMARYLLIS LIAMPOTI PARTNER AND DIRECTOR, BCG DIGITAL VENTURES