Best Practice Report

Using Financial Goals To Prioritize Marketing Objectives

March 15th, 2018
Marcia Trask, null
Marcia Trask


Developing marketing plans can feel like walking a high wire, especially when conflicting priorities and limited resources need to be brought into a delicate balance. By following a segment-driven and financially grounded approach to planning, organizations can achieve that balance. The Forrester Marketing Planning Process incorporates a business’s financial goals in the strategic alignment phase and uses them to inform a purposeful and well-aligned marketing approach. We describe how to document financial objectives and use them to inform the prioritization of segment objectives.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.