Best Practice Report

People-Led Planning Solves Customer Problems To Drive Growth

Use A Continuous Planning Cycle To Promote Marketing Excellence

August 2nd, 2021
With contributors:


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.