The People-Led Planning Strategy Guide

How To Create A Marketing Plan That Delivers Value To Your Customers And Accomplishes Business Goals

January 23rd, 2024
Alex Stein, null
Alex Stein
With contributors:
Emily Collins , Emanuella Santos , Shayna Neuburg


Too many planning efforts result in static, media-centric marketing plans that can’t flex to accommodate real-life market conditions. Forrester’s People-Led Planning Strategy Guide provides fill-in-the-blank instructions to help CMOs create an iterative plan that balances delivering customer value with accomplishing business goals.

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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.