The B2B Marketer's Guide to Annual Planning
Every year marketers go through the ritual of annual planning. It typically involves working with team members to update a highly complex Excel workbook and an attempt to forecast leads, opportunities, and deals into the future. Annual planning also involves working across departments to understand what marketing needs to do in order to contribute to the closing deals, generation of pipeline and the improvement in brand awareness. These objectives are large in scope, but they're made of small details. It takes a large amount of effort to to define program objectives and plan channel investments at the granular level. That's why we created the B2B Marketer's Guide to Annual Planning.