Best Practice Report

The Forrester Transformation Model: Plan

June 7th, 2019
Susan Macke, null
Susan Macke


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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.