The Forrester Transformation Model: Plan

June 7th, 2019

Susan Macke

Summary

Transformations are complex undertakings that require careful planning and commitment of resources. Clear, frequent, and concise communications are key for a successful transformation. Goals must be well defined and measurable so transformation leaders can stay informed of the project’s status and identify when course corrections are needed. This is the fourth in a series of reports expanding on the stages of the Forrester Transformation Model (see Introducing The Forrester Transformation Model).

When it comes to marketing transformations, detailed project planning ensures a clear roadmap of milestones, resources, technologies, deliverables, communication, and metrics. The time invested in the planning phase benefits the execution, buy-in, and overall success of the marketing transformation. In this report, we describe the components of the fourth stage of the Forrester Transformation Model: Plan.

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