Best Practice Report

People-Led Planning Solves Customer Problems To Drive Growth

Use A Continuous Planning Cycle To Promote Marketing Excellence

August 2nd, 2021
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
Joe Stanhope, VP, Principal Analyst
Joe Stanhope VP, Principal Analyst
Stephanie Liu, Senior Analyst
Stephanie Liu Senior Analyst
With contributors:
Emily Collins , Mike Proulx , Cole Walsh , Christine Turley

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 events like the 2020 global pandemic disrupt markets, halt media, and abruptly adjust consumer behaviors. CMOs must pivot to people-led planning immediately to stay in sync with the pace of empowered consumers. 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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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.