Static marketing plans — often relegated to a single spreadsheet that marketers revisit a handful of times a year, if ever — can’t abide when events like the 2020 global pandemic disrupt markets, halt media, and abruptly adjust consumer behaviors. CMOs must pivot to people-led planning immediately to stay in sync with the pace of empowered consumers. This report spells out how B2C marketers and CMOs can update their planning processes to be data-driven, customer-focused, and iterative.