Though its normal to focus on survival strategy during a crisis, marketing leaders should think ahead and get ready for the turnaround. CMO’s should rethink their companies’ value proposition to customers and reevaluate which products and services can best deliver on that value proposition. Adjusting to changes, real-time, based on rapid testing of consumer behavior, needs to be the norm. New demand models and media plans need to be made to thrive in the current marketplace. Marketers should consider taking a broader view of the customers and map their decision-making process to gain insights into emerging customer needs.