The Forrester Marketing Planning And Budgeting Toolkit

Marketing planning and budgeting are crucial for business success and require close coordination at all levels of the marketing organization. Effective planning and budgeting should empower marketers to adjust easily to internal and external changes, while maintaining strategic alignment to business objectives. Planning and budgeting should not be a once-a-year exercise, but rather ongoing, integrated processes with regular review and continuous improvement. In this toolkit, we outline the three key processes within the budgeting and planning cycle and provide guidance to improve focus, increase alignment, and reduce waste.