Partners are replaceable during difficult times, but systems are harder to ditch since they are essential. Most companies embed systems into their daily operations, and this isn’t easy to replace.
Marketing, being critical to bringing more revenue, profit, cash flow, market share and brand reputation, is directly into the customer’s business infrastructure. During difficult times, this is their only engine left, a non-negotiable one, to turn around the company while other departments become cost centres.
Companies would prioritise their profit centres more than others.