Model Overview Report

Introducing The Forrester B2B Marketing Planning Process

Leaning Into Planning Instead Of Building Plans

July 5th, 2022
With contributors:
Aidan Doyle , Ellen Lind


With B2B marketing teams under constant pressure to demonstrate the return on their efforts and investments, a structured annual marketing planning process is critical to marketing success. Effective planning helps marketing leaders align their resources deliberately and proportionately to the areas of the business with the highest impact, as well as prevent disruptions. Unfortunately, most marketing functions treat the start of a new fiscal year as a chance to build multiple disjointed and typically tactical “plans” rather than engage actively in a structured annual planning process. In this report, we introduce the Forrester B2B Marketing Planning Process, a model that helps marketing functions lean into a complete planning process rather than disjointed plans.

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