AVI-SPL Using The Marketing Strategy Compass To Align On Business Strategy

The Forrester Marketing Strategy Compass is a step-by-step guide to formulating a marketing strategy aligned to business goals that can be cascaded throughout the marketing function. It provides a logical sequence of decisions that bring relevant insight and feedback to bear at the right moment. The first level, shared destination, comprises fundamental building blocks that are agreed upon and shared across the revenue engine. In this select practice, we explain how AVI-SPL used the first level of the Forrester Marketing Strategy Compass to formulate a clear, actionable, and aligned business strategy to inform the marketing strategy and annual plan.