Great marketers aren’t made in boom times,…they’re proven when the tide pulls back. In this powerful 30-minute session, Christopher Field, a 20+ year B2B and SaaS marketing leader, shares hard-won lessons from navigating three major economic downturns: the dot-com crash, the 2008 financial crisis, and the pandemic-era contraction layered with AI disruption. Drawing on real-world case studies, he reveals why focus becomes your highest ROI lever, how customer retention fuels sustainable growth, and where AI accelerates execution - but never replaces strategy. Attendees will also learn how leadership clarity, creative constraint, and lifecycle marketing can turn adversity into opportunity. Whether you’re facing shrinking budgets, shifting markets, or organizational uncertainty, this talk will equip you with proven strategies to do more with less, retain and grow customers, and lead with confidence. Because in today’s economy, the smartest question isn’t “What should we do?”,…it’s “How can we do better with what we already have?”