Vision Report

Activate B2B Marketing Strategy With The Marketing Planning Process

A Best-In-Class Approach To Develop Customer-Obsessed And Adaptable Plans

February 20th, 2024
David Parry, null
David Parry
With contributors:
Matthew Selheimer , Lori Wizdo , Aidan Doyle , Kate Pierpont


The annual marketing plan is crucial for driving the success of the marketing organization. It connects the long-term marketing strategy and vision with short-term objectives, priorities, goals, actions, risks, and dependencies. It helps allocate budget, assign responsibilities, establish expectations, and activate the marketing team. Additionally, it facilitates communication between the CMO and other corporate leaders, peer functions, and the marketing teams responsible for execution. This report highlights the challenges organizations face during plan development and the importance of a customer-obsessed approach combined with a proven marketing planning process to bring the marketing strategy to life.

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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.