Using Financial Goals To Prioritize Marketing Objectives

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.