Best Practice Report

The CMO’s Role In Marketing Planning

Ensuring Alignment To Business Objectives And The Right Balance Of New And Ongoing Initiatives

August 23rd, 2024
Craig Moore, VP, Principal Analyst
Craig Moore VP, Principal Analyst
With contributors:
Matthew Selheimer , Laura Cross , Aidan Doyle , Kate Pierpont

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.

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