This spring was a wake-up call to all marketers that the traditional planning process isn’t working anymore. Planning programs and locking in spend a year in advance leaves no room to pivot when markets shift or company processes demand it. We’re twisting ourselves into knots that we can’t get out of.
Marketers are working harder, with less resources, and need to make a bigger impact to drive revenue and growth. To achieve this, we must be faster, flexible, and iterative.
We need to be agile.
This guide will help you navigate the new era of agile planning. Learn how to:
- Create a guiding strategy and targets to shape plans;
- Leverage scenario planning to stay flexible; and
- Build agile marketing plans to the new gold standard.
