Scenario Quick Start Report

Adapt Your Marketing Planning Quickly With Forrester’s Scenario Quick Start Cards

December 7th, 2023
Subhendu Pattnaik, Principal Analyst
Subhendu Pattnaik Principal Analyst
Craig Moore, VP, Principal Analyst
Craig Moore VP, Principal Analyst
With contributors:
Matthew Selheimer , Dane Anderson , Aidan Doyle , Melvin Tan , Bill Nagel

Summary

B2B marketing functions face three challenges that they must keep in balance: Develop effective marketing plans for customer audiences with changing expectations, achieve business performance goals, and meet resource constraints. Luckily, there are patterns to these challenges; to run their organizations effectively, marketers must recognize each scenario and apply established methods to address it. Forrester has crafted a series of scenario quick start cards to help marketing leaders match common planning scenarios with the challenges they face.

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