2017 Planning Report: Evolving Consumer-Centric Strategic Plans and Budgets

Leapfrog Marketing Institute
Leapfrog Marketing Institute
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Key Takeaways

What? Marketers are shifting strategy, tactics and budgeting to become more customer-centric.

So what? Leapfrog Marketing Institute surveyed more than 100 marketers on these changes.

Now what? Get the full 2017 Planning Report and access to an exclusive webinar with the researchers behind Leapfrog Marketing Institute's 2017 Planning Report.

​May 30, 2017

How are marketers shifting their strategies and tactics and aligning budgets to be more customer-centric?

At Leapfrog Marketing Institute, we believe that the shift to consumer-centricity does not truly occur without full alignment in the annual budget and planning process. We call it “walking the talk.”

In last year’s Planning Report, we explored how internal team alignment to ROI and business goals was critical to external customer alignment. 

In this year’s Planning Report, we continue to analyze the internal/external alignment to the customer, but further explore how that influences the topic that all businesses are currently discussing: the customer experience. The Report also compares data from B-to-B and B-to-C organizations where there are meaningful insights to be shared.

This year’s Planning Report also extends the learnings from our 2016 CMO Digital Benchmark Study. In that study, we reported on the growing alignment of marketing and technology, and the progress companies have made (or not) building their customer experiences. Download full 2017 Planning Report.


DOWNLOAD: 2017 Planning Report



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Author Bio:

 
Leapfrog Marketing Institute
<a href="http://leapfrogmarketinginstitute.leapfrogonline.com/" target="_blank">The Leapfrog Marketing Institute</a> nurtures thought leadership and commentary about marketing in a digital world, with a specific focus on consumer-focused experiences and omnichannel conversion. Along with an Advisory Panel comprised of senior marketing and technology practitioners, and professors from premier universities, the Leapfrog Marketing Institute publishes white papers, develops research reports, and hosts events for CMOs and industry influencers. Its research has been featured in AdAge, eMarketer, The Economist, and CIO Magazine. The Leapfrog Marketing Institute is powered by Leapfrog, a Performance Marketing Agency that has helped leading brands grow digital market share, acquire new customers, and deliver profitable sales for over 20 years.
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