Best Practice Report

How To Pivot To People-Led Planning

The Pandemic Makes Taking An Adaptive Approach Critical

June 30th, 2021
With contributors:
Keith Johnston , Cole Walsh , Jim Nail , Diane Lynch


Static marketing plans — often relegated to a single spreadsheet that marketers revisit a handful of times a year, if ever — can't abide when a global pandemic has disrupted markets, halted media, and abruptly adjusted consumer behaviors. CMOs must pivot to people-led planning immediately. Read this report to learn how.

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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.