Is One-and-Done Planning Dead? Featuring Forrester

Presented by

Marcia Trask, Principal Analyst, Forrester; Jim Williams, CMO, BrandMaker

About this talk

A rigid annual marketing plan is no longer sufficient, and marketing is being asked to pivot global plans and resources when it’s required by the business. It’s no easy task, but it’s imperative to revenue growth. Join part one of our “Plan Smart. Pivot Fast.” webinar series with our guest speaker: Forrester Principal Analysts Marcia Trask and BrandMaker CMO Jim Williams. Discover the concept of cascading marketing planning and why it’s time to move away from “one-and-done” annual plans. You´ll learn: - The role marketing operations has in driving effective annual planning - How to create living annual marketing plans - How to cascade marketing plans from a strategic level down to aligned tactical execution - How to strategically align marketing budgets to plans
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