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

​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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