Summary
Executing marketing planning, budgeting, and forecasting efficiently requires more than the adoption of proven processes. It depends on an upfront organizational commitment to three key planning objectives: alignment, accuracy, and timeliness. It also takes a continued willingness to invest the time and resources necessary to build and maintain the planning culture and infrastructure required to drive adoption. In this report, we explain each of these requirements, while also highlighting a number of common pitfalls to avoid.
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