Event promotion periods – Christmas, back to school, sales, private sales – often concentrate a critical part of annual turnover in a few days. These high intensity windows leave no room for approximation. Every hour counts. Each arbitration is measured in thousands of euros. In this context, the most efficient growth teams are not distinguished by the solidity of their planning, but by their ability to question it, rebuild it and deploy it In less than 48 hours.
The perfect strategy does not exist. Structured reactivity, yes.
Understand weak signals before it is too late
The first hours of a commercial operation deliver clear signals. A drop in the conversion rate on a key offer. High traffic without transformation. A fall in the return on advertising investment on a channel yet efficient. A break on a strategic product. These weak signals, if ignored, quickly turn into dry loss.
The well -prepared teams trigger an operational adjustment as soon as two convergent indicators appear. An alert meeting is convened during the day, with a single objective: to arbitrate a concrete decision and immediately actuable.
An organization capable of switching to 48 hours
Questioning your plan in real time is not a reflex is an infrastructure. It is based on four pillars: reliable data, connected tools, a production chain ready to rotate, and fluid inter-team coordination.
1. data accessible and updated on time.
The teams pilot on dashboards of sales, roas or sea updated in real time. Looker, Metabase, Shopify, Northbeam or Supermetric Connections allow you to cross hourly and projection performance.
2. Configured tools to execute quickly.
In France, solutions like Brevo (ex-sendinblue),, Sarbacane Or Dolist allow you to design, test and send segmented emails per hour, with fine management of audiences and automated campaigns. Coupled with SMS platforms like Octopush,, Spot-hit Or Smsmodethese tools allow rapid omnichannel activation, even in a context of activity peak.
3. An already anticipated creative production.
The most effective teams do not launch their assets in an emergency: they have alternative visuals, emails in text format ready to send, prevalidized templates. The objective: react without creating in an emergency.
4. Structured coordination between functions.
A decision to change pricing, bundle or channel must be followed by the day. This presupposes a clear chain between marketing, growth, product, finance and supply direction. Slack, concept, figma and project management tools as Jamespot Or Wimi In France facilitate this execution with several hands.
What to do, concretely, within 48 hours
Here are the steps followed by the most reactive teams:
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- Alert meeting between key officials: Growth, Acquisition, Product, Finance, Supply.
- Immediate recalibration of sales and volumes to sell.
- Reissue or replacement of current campaigns (emailing, SMS, PAID Media).
- Readjustment of highlights (site, landing pages, purchase tunnels).
- Logistics synchronization: verification of stocks and replacement options.
Each action is documented, prioritized, and implemented in the same day.
What it changes in the structure of the teams
Companies that succeed in pivoting quickly have no more means. They have better preparation. They provide room for maneuver, have modeled alternative scenarios, have written clear playbooks. They know which kpi to trigger a meeting, on which channel relaunch, with what resources.
The speed is not born from the pressure. It is born from anticipation.
An advantage specific to integrated companies
This level of responsiveness is unattainable for brands distributed only in retail or marketplaces. A brand whose campaigns has been locked for three months cannot rewrite its offer to D-2. Brands in DTC (direct-to-consumer), on the other hand, keep this agility. It is still necessary to transform it into a lever.
Being live is good. Being able to adapt your offer, your speech and its commercial mechanics to the minute, is better.
What to remember
An event promotion period is not won in planning, but in the ability to adapt the execution. Growth teams must learn to read weak signals, decide quickly, adjust the campaigns and maintain a high level of coordination.
