To succeed in the current volatile business environment, CMOs must anticipate the future and create suitable action plans to stay ahead of market disruption.
Forward-thinking CMOs must explore the use of scenario planning as a marketing strategy enablement tool to navigate this increasingly complex marketing landscape.
The Gartner Ignition Guide to Scenario Planning will act as a workbook to help marketing leaders set up a robust framework for scenario planning, build out realistic, multivariable scenarios and prepare the organization to act when scenarios materialize. CMOs can use this step-by-step guide to:
- Identify the impact of different corporate scenarios on the marketing function
- Plan for changes to the marketing strategy and initiatives
- Communicate the scenario-specific actions
