Vision Report

Activate The Marketing Strategy With The Marketing Planning Process

A Best-In-Class Approach To Develop The Annual Marketing And Investment Plan

November 16th, 2021
With contributors:
Jennifer Ross , Jennifer Zhang , Kara Hartig


The annual marketing planning process is a key component of marketing success. Effective planning ensures that marketing resources deliberately and proportionately align to the most impactful areas of the business. This report underscores the necessity of a rigorous planning process and introduces a comprehensive method — The Forrester Marketing Planning Process — to help B2B marketing leaders translate the vision of the long-term marketing strategy into the processes, programs, initiatives, and investments through which B2B marketers will actualize that strategy in the next 12 months.

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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.