When IS the right time?

Earlier this week, I was talking to a long-time friend and fellow B2B marketer. He relayed to me how he had recently shown a groundbreaking sales and marketing concept to his boss – a concept that was carefully thought out and based on solid marketing rationale. Even before fully hearing the plan, his boss asked, “Is this the best time to be doing this?”

My friend’s boss’ question made me think…is there a perfect time to invest in marketing and sales? Is it when business is off? (At that point, companies may be more concerned than normal about profitability and cash flow.) Maybe the perfect time is when the company is going strong. However, companies are often reluctant to expend already stretched personnel resources to support a strong marketing and sales effort at that point.

So, this begs the question…when is the perfect time to aggressively market? I would really like to hear your thoughts on this timely subject. Please join our LinkedIn discussion here.