Marketers often struggle with building plans around predetermined budgets. This process can be improved by redefining what "plan" means, grounding choices in data, and communicating with CFO and CEO.
Marketing planning should include input from all stakeholders and connect financial targets, strategic story, and specific campaigns and channels. This allows for a more strategic approach to budgeting and decision making.
To be successful, marketers should also learn to speak the language of their CFO and CEO, and have a system of record in place to track spend, execution, and performance. A strong annual plan can also help shield against unsolicited ideas and reactive projects.
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From Cost Center to Growth Engine: A Modern Blueprint for Annual Marketing Planning
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