How Connected Marketing Planning Leads to Campaign Success

Maria Pergolino, Chief Marketing Officer, Anaplan, writes about advantages of connected planning and how it can improve the chances for campaign success 

Marketers are idea generators. They’re creative, aggressive, and results-oriented. The discipline that marketers practice, however, is as much a science as it is an art. To be successful, marketing campaigns—and those who plan them—must be grounded in defensible business metrics and held accountable for tangible results.

Business planning platforms are essential for providing the structure, support, and evidence marketers need. They make the process of collecting, combining, and disseminating empirical data much easier, providing a roadmap that significantly raises the chances of campaign success.

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5 Ways To Inspire Innovative Thinking

The perception that innovation means big ideas occurring on a macro level is only partly true. Smaller, incremental changes are the other half of the story and can even lead to a new innovation altogether.

“I think it’s a really big problem that innovation is perceived as the next big thing. It inhibits the way that people can contribute to innovation,” said Dr. Amantha Imber, who holds a doctorate in organisational psychology and is the founder and CEO of innovation training consultancy Inventium.

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Agile Is The Mindset Of The Modern Marketing Organization

The ability to innovate in marketing and customer experience is inherently intertwined with moving fast enough to keep up with the ever-changing expectations of always-on tech-empowered consumers.

But moving fast can be hard for large enterprises—until now. Some organizations today employ agile marketing, a set of methodologies based on agile software development. The idea is to collocate a group of people across business units to work on solving a common problem via focused collaboration, testing, iteration, and data insights.

The promise? To break down organizational silos and get things done quickly and efficiently, in sync with the rapid pace of technological change happening all around us today.

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