Best Practice Report

How To Pivot To People-Led Planning

The Pandemic Makes Taking An Adaptive Approach Critical

June 30th, 2021
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
Stephanie Liu, Senior Analyst
Stephanie Liu Senior Analyst
With contributors:
Keith Johnston , Cole Walsh , Jim Nail , Diane Lynch

Summary

Static marketing plans — often relegated to a single spreadsheet that marketers revisit a handful of times a year, if ever — can't abide when a global pandemic has disrupted markets, halted media, and abruptly adjusted consumer behaviors. CMOs must pivot to people-led planning immediately. Read this report to learn how.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.