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Case study: how to reliably build a 3-to-5-year marketing strategy

See how you can simplify your marketing strategy process and reliably produce more effective outcomes.

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See how you can simplify your marketing strategy process.

Kelly Bousman, marketing SVP for digital workplace services provider AVI-SPL, regularly used annual marketing plans, but struggled to create a longer-term marketing strategy or feel sure that her plans were aligned with critical business objectives.  

Sound familiar? Then read this case study to learn how Bousman worked with Forrester to:  

  • Document a shared destination for marketing and the business, ensuring alignment.  
  • Use that shared understanding to confidently build a three-year strategy and an annual plan.  
  • Communicate goals clearly with functional marketing leaders, so their actions have purpose.