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Deploy A Customer-Obsessed,

Comprehensive Marketing Program

Joe Stanhope, Forrester

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Source: retroplanet.com

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Tactics Channels Tech & Data

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Target Market

Competitive Analysis

SWOT

Goals

Positioning

Marketing mix

Budget

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Source: The Hollywood Reporter

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Source: Fortune

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1. Brands aren’t

selling products.

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2. Engagement happens

everywhere.

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Source: Forrester Data Consumer Technographics Global Online Benchmark 2018, Part 1

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3. Personalization shifts.

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Pull (Today)

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Push (Future)

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A budgeting

exercise

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Planning

lock-in

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Channel-

centric

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Photo by Ravi Kant from Pexels

Over-index

on working

spend

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Photo from Pixabay

Incompatible

incentives

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Future proof the marketing org.

Prove the value.

Engage consumers.

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Introducing

People-Led Planning

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Before:

Budgets + Media

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Now:

Customers + Moments

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People-Led Planning

represents a new model:

Plan + Process

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Plan: Before

Goals Audiences Campaigns Channels Tactics Budgets

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Plan: Now

Measurement Customers Journeys Messages Context

Budgets

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Process

Budget Experimentation

Data

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Measurement Customers Journeys Messages Context

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Move people-led planning forward

›Mandated by leadership & marketing-owned.

›Consistency.

›Customer-level visibility.

›Define the customer journeys and moments.

›Automation for measurement & orchestration.

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The Core Tenets of

People-Led Planning

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C.O.M.P.

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Message oriented

Outcome based

Cyclical

People-based