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What sales teams should do to prepare for the next recession

Jamie Cleghorn, Mark Kovac

December 4, 2018

The current economic expansion is long by historical standards, and thus the risk of recession rises with each passing month. Recessions catch many companies by surprise, with predictable results. In the 2001 recession, total sales for the S&P 500 declined by 9% from its pre-recession peak to its trough 18 months later—almost a year after the recession officially ended. But these periods also present opportunities for well-prepared companies to take advantage of the turmoil and gain share.

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Jamie Cleghorn

Jaime Cleghorn is a partner with Bain & Company’s Customer Strategy & Marketing practice.Jamie Cleghorn is a partner with Bain & Company’s Customer Strategy & Marketing practice.

Mark Kovac

Mark Kovac is a partner in Bain & Company's Dallas office. He is the leader of Bain's Sales and Channel Effectiveness, Go-to-Market Strategy and Commercial Excellence products within the firm's Customer Strategy & Marketing practice. He is also a leader in Bain's Technology, Media & Telecom (TMT) practices. He has nearly 20 years of experience helping clients to develop and execute pragmatic recommendations that drive tangible, enduring results.