Toolkit

The Forrester Marketing Planning And Budgeting Toolkit

A Comprehensive Guide To B2B Marketing Planning And Budgeting Research Materials

August 24th, 2023
Craig Moore, VP, Principal Analyst
Craig Moore VP, Principal Analyst
Brett Kahnke, Principal Analyst
Brett Kahnke Principal Analyst
Nick Buck, VP, Principal Analyst
Nick Buck VP, Principal Analyst
With contributors:
Matthew Selheimer , Aidan Doyle , Kate Pierpont

Summary

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.

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