Summary
Annual marketing planning involves many participants and the effort to develop the plan is led by the CMO or head of marketing. The key to good planning is ensuring that marketing’s efforts are aligned to overall business objectives so every execution action marketing takes can be linked to desired business outcomes. Using the Forrester B2B Marketing Planning Process ensures that the resulting plan balances new initiatives with ongoing efforts. It also provides value by generating a plan that can be understood by both sales and product teams in the context of the performance metrics they use.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).