Annual marketing planning is an exciting time when marketing organizations chart their course for the year with the mindset of no goal is impossible and ready to overcome any challenge.
Or not.
In reality, marketing planning at enterprise organizations is rarely straightforward. Planning is long, there are many moving parts, and just when the plan is set someone changes strategy, adds in new dependencies, or just doesn’t buy in. And once marketers start executing, it turns out that planning is a constant process with adjustments and optimization.
If your annual planning is this frustrating and exhausting, you’re not alone.
Many of our customers have inquired about the “right way” to run an annual planning process. With this in mind, we spoke to marketing leaders at several enterprise organizations about how they’re doing it successfully.