After World War II, when the economy tanked, the drill was to freeze hiring, maybe weed out a few, freeze all investments, cut all discretionary expenses and try not to cave on declining incentive pay that is de facto salary. Basically, wait out the recession, then get back to growing with the U.S. economy; your industry; and/or the inflation in your product lines.
Today, we face an unprecedented global-economy due to the COVID-19 shutdown or pause. This is favoring “digital disruptors” focused on stealing sales from traditional distribution channels. Next-gen millennial buyers are being more conditioned to expect more digital capabilities and (B2B) buying scenarios (vs. dealing through regular calling reps).