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For CMO Professionals

Forget Everything You Think You Know About Marketing Planning

Only A Continuous Planning Cycle Will Enable Modern Marketing

September 5, 2018


Why Read This Report

Planning underlies all of your marketing methods. But most planning processes are increasingly out of sync with the charter for the modern marketer: to understand and advocate for customers, to define brand values, and to demonstrate brand values through customer experiences. This report spells out how B2C marketers and CMOs can update their planning processes to be data-driven, customer-focused, and iterative.

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Table of Contents

  • Marketing Planning Must Evolve
  • Introducing People-Led Planning
  • People-Led Planning Clarifies Marketing's Purpose
  • Recommendations

  • Power Modern Marketing Through People-Led Planning
  • Supplemental Material
  • Related Research Documents

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