Is One-and-Done Marketing Planning Dead?

Discover the concept of cascading marketing planning and why it’s time to move away from “one-and-done” annual plans.

Speakers @ Plan Smart. Pivot Fast. Webinar Series

MARCIA TRASK Principal Analyst at Forrester

With over 25 years of experience in the technology industry, Marcia is a principal analyst in the Forrester SiriusDecisions Marketing Operations Strategies service. Her areas of expertise include strategic marketing planning and investment, campaign development, performance measurement, marketing technology, process development, business transformation, and marketing and sales alignment/enablement. Marcia has worked across several functional marketing disciplines, as well as in product and sales operations and enablement.

RANI SALEHI Principal Analyst at Forrester

Rani has 25 years of B2B experience as a senior-level marketing executive and business growth leader who leverages ingenuity and vision to create progressive marketing and branding strategies that help companies convert mindshare to market share. Known for a passionate and analytical marketing approach, Rani has a unique vision of marketing as an art designed between revenue and brand; this is what sets her apart and has helped her earn award-winning recognition in her marketing programs.


Jim is a 20-year veteran of early- and growth-stage tech companies and is passionate about bringing transformative concepts to market. In his current role as CMO at BrandMaker, he’s focused on creating the new category of marketing operations software and evangelizing its power to boost marketing speed, agility, and performance. He’s held executive roles at BlueCat, a leader in network and cybersecurity infrastructure, and Influitive, the advocate marketing platform. In other roles, he helped architect Eloqua’s growth from initial traction to IPO in a variety of marketing leadership roles.

A rigid annual marketing plan is no longer sufficient, and marketing is being asked to pivot global plans and resources when it’s required by the business. It’s no easy task, but it’s imperative to revenue growth. 


Watch the session to learn:

  • The role marketing operations has in driving effective annual planning
  • How to create living annual marketing plans
  • How to cascade marketing plans from a strategic level down to aligned tactical execution
  • How to strategically align marketing budgets to plans