Skip to main content

BrandMaker Webinar with Forrester: The New Rules of Marketing Planning


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.

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

PART 2: The New Rules of Marketing Planning

Building on the core planning concepts from the first webinar, the second webinar will demonstrate how to effectively manage marketing plans and budgets during execution:

  • Define: Ensure a robust marketing planning process is in place that provides aligned objectives for the demand organization
  • Apply: Demand program teams use top-down budgets to guide the planning of programs
  • Accelerate: Actively monitor program performance and results to facilitate in-period budget adjustments to tactic allocations

Watch Part 1: Is One-and-Done Planning Dead? here.