The Forrester Marketing Planning And Budgeting Toolkit

A Comprehensive Guide To B2B Marketing Planning And Budgeting Research Materials

January 12th, 2023
With contributors:
Srividya Sridharan , Aidan Doyle , Kate Pierpont


Marketing planning and budgeting are crucial for achieving business success and require close coordination at all levels of the marketing organization. Planning and budgeting should empower marketers to easily adjust 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 that require regular review and continuous improvement. In this toolkit, we outline the three key processes within the annual budgeting and planning cycle and provide guidance to improve focus, increase alignment, and reduce waste.

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