How To Report

Building The Annual Marketing Plan

Integrating Strategy, Audience, Product, And Revenue Insights Into An Annual Marketing Plan

September 16th, 2022
With contributors:
Nick Buck , Cristina De Martini , Jennifer Ross , Aidan Doyle


Far too often, marketing’s annual plan is created in silos, resulting in a cycle of replanning during execution. This doesn’t have to be the case. Getting the correct input to the plan will align marketing activities to business priorities and put marketing on the right path for business growth. An effective marketing plan integrates information from strategy, product, audience, and revenue plans and organizes it to produce an overall marketing plan on a page. This report describes the key sources of information, how to transform that information into appropriate formats, and how to layer it into the marketing planning process phases to produce a marketing plan on a page.

Want to read the full report?

This report is not available for purchase at this time.

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.