Summary
Marketing planning and budgeting are critical for business success and require close coordination across the marketing organization. However, these activities are often treated as one-time (i.e., annual) exercises to complete and then set aside, leaving organizations unable to adapt when conditions change. Planning and budgeting should be ongoing, integrated processes that adjust to internal and external shifts while maintaining alignment with business objectives. This toolkit is an index of Forrester research, so marketing leaders can easily identify topics of interest and quickly locate related reports, tools, and templates.
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