Save or Share this Report

For CMO Professionals

Adaptive Planning Delivers Marketing Accountability

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

August 24, 2011

Primary author headshot


  • 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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Recommended Research