Research by Airbase, the sales and marketing automation specialists, shows businesses remain confident about their prospects, despite the coronavirus pandemic.
The study conducted during UK lockdown in May 2020 reveals a high degree of confidence and optimism despite the challenges of the current crisis.
However, low adoption of digital tools to allow consistent sales and marketing activity is both the biggest threat and the biggest opportunity for many businesses.
Business owners and senior executives across a wide range of businesses contributed to the research, which grouped participants into one of four categories, reflecting their capacity to thrive through and beyond the pandemic.
76% of them scored in the highest ‘Stable’ and ‘Strong’ categories, indicating a high degree of optimism about their ability to withstand the current crisis.
This is despite almost 66% of respondents reporting that business...