Kelly Bousman, marketing SVP for digital workplace services provider AVI-SPL, regularly used annual marketing plans, but struggled to create a longer-term marketing strategy or feel sure that her plans were aligned with critical business objectives.
Sound familiar? Then read this case study to learn how Bousman worked with Forrester to:
- Document a shared destination for marketing and the business, ensuring alignment.
- Use that shared understanding to confidently build a three-year strategy and an annual plan.
- Communicate goals clearly with functional marketing leaders, so their actions have purpose.