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Adaptive Planning Delivers Marketing Accountability

The Benefits Of A Flexible And Result-Focused Approach To Marketing Planning

August 24, 2011

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Authors

  • By Luca S. Paderni
  • with David M. Cooperstein,
  • Matthew Dernoga

Why Read This Report

Marketing planning has changed little in the past century. It's essentially a linear process built on the development of rigid 12-month plans built around brand and channel metrics. This approach is coming increasingly under strain as the combined effects of the growth of digital marketing platforms and a volatile economy demand marketing plans that deliver clear business outcomes and can adapt and improve to meet evolving market dynamics. Marketers successfully embracing Adaptive Marketing planning focus on: clear definition of business outcomes and associated business metrics, a dedicated cross-functional team, a deliberate test-and-learn approach, and a clear timing and measurement framework.

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