The New Rules of Marketing Planning

Speed and agility is the CMO’s new marketing mandate. But how do they keep balance that mandate against plans drifting, and stay aligned to strategy?

Watch the second webinar in our “Plan Smart. Pivot Fast.” series with guest speakers: Forrester Principal Analysts Rani Salehi and our CMO Jim Williams.

Part 2: The New Rules of Marketing Planning

Building on the core planning concepts from the first webinar, Is One-and-Done Marketing Planning Dead?, the second webinar demonstrates how to effectively manage marketing plans and budgets during execution. Watch the session on demand to learn more about:

  • How to ensure a robust marketing planning process is in place that provides aligned objectives for the demand organization
  • Why Demand program teams use top-down budgets to guide the planning of programs
  • How to actively monitor program performance and results to facilitate in-period budget adjustments to tactic allocations

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