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
Lori Wizdo, VP, Principal Analyst
Lori Wizdo VP, Principal Analyst
Craig Moore, VP, Principal Analyst
Craig Moore VP, Principal Analyst
With contributors:
Jennifer Ross , Jennifer Zhang , Kara Hartig

Summary

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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