Let’s talk about instinct.
Recession hits. Budgets tighten. And training — capability, coaching, development — is first on the chopping block.
It feels like the sensible move. You need to prioritise. You’ve got to protect performance.
But we’ve been reading this excellent piece from Tracksuit, and it hit a nerve — in a good way.
Here’s the summary:
- Long-term investment matters, even when things feel shaky
- Brands that stay visible and consistent outperform those that go dark
- Performance-only strategies aren’t enough — brand building still needs attention
That logic doesn’t just apply to media. It applies to the teams behind the brand, too.
Because here’s the reality: capability is what fuels creative, planning, innovation and decision-making. And if you pull the plug too early, you don’t just slow things down — you leave your team without the tools to navigate what’s next.
And as this brilliant Marketoonist cartoon reminds us — recession thinking often follows a predictable pattern: denial, panic, and eventually acceptance that we’re expected to do more with less.
But in chasing efficiency, we risk cutting the very capabilities that would help us navigate the storm.
So what should you do?
It’s not about ignoring the pressure. It’s about adapting to it.
Here are three ways teams are shifting their capability strategy — without dropping it altogether:
1️⃣ Focus on the skills that fuel performance
This isn’t the moment for generic training. It’s the moment to sharpen the skills that actually drive long-term business growth.
Think:
- Clearer, more commercially grounded briefs
- Faster, better decisions
- Campaigns that are built to land and last
Make every session count. If it doesn’t connect to performance, leave it out.
2️⃣ Make learning embedded, not added on
Don’t stop training. Start integrating it.
Your team is already working on live campaigns, comms plans, innovation pipelines. Use those moments.
Workshop real briefs. Pressure-test real strategies.
Run a session like “Unlock Amazing Briefs” before your next creative brief goes out — not after.
This approach means training delivers ROI on the work, not just in a slide deck.
3️⃣ Keep momentum and morale up
This one’s easy to underestimate. But it’s critical.
Recessions sap energy. Teams go quiet. Confidence drops.
And the latest Marketing Week Careers & Salary Survey paints a pretty bleak picture — a huge proportion of marketers are already feeling burnt out, stretched too thin, and unsure about their future. A recession only adds to the weight.
Training, done right, isn’t just about skills. It’s about clarity. Confidence. Shared language.
It gives people the spark back. And when everything else feels uncertain, that can be a huge competitive advantage.
So before you cut capability…
Ask yourself:
- Are we investing in performance-driving skills?
- Are we embedding capability in our real work?
- Are we doing enough to keep our team resilient and ready?
Because brand strength starts with team strength.
And your marketers? They’re the ones carrying the load.
Want help designing capability that actually fits the moment you’re in?
That’s our thing.
Drop us a message — we’ll show you how to flex your training to fit the reality of right now.
📩 chris@locksmith.works | alex@locksmith.works
📅 Or book a call here to explore what a tailored Marketing Academy could look like for you.
