Speed and Agility: Marketing’s New Mandate and Its Impact on Planning

This event is over.

A topic very much on the mind of CMOs today is marketing agility – the ability to shift priorities and re-allocate funds quickly and effectively to exploit market opportunities or meet rapidly changing customer expectations. Note this is not the same as Agile Marketing – an entire discipline/framework with very specific and concrete recommendations about how to ‘do’ marketing.

This webinar will focus on the planning process, and more specifically: what marketing leaders and their teams should do when the marketing plan doesn’t meet changing circumstances on the ground. Do the concepts of marketing agility and strategic planning work at cross-purposes? If marketers are truly more agile, iterative, and data driven, has the concept of a strategic marketing plan outlived its utility? While that question remains open, we’ll discuss how to work within your current marketing plan. You’ll learn how to change priorities, shift your budget, and quantify the results for future enhancements.