2021-12-31-Gartner-市场营销情景规划指南（英）_20页_747kb

Gartner Ignition Guide: Scenario Planning Summary

This guide supports CMOs in scenario planning for marketing, targeting short-cycle projects. It provides a step-by-step framework to address corporate scenarios. Core elements include:

• Step A: Identify implications: Evaluate strategic and operational impacts, prioritize risks and opportunities by assessing likelihood, impact degree, and velocity.
• Step B: Outline actions: Plan responses to mitigate risks and capture opportunities, adjusting strategy and goals. Include early warning systems and monitoring dashboards.
• Step C: Document and communicate: Record action plans for scenarios, deploy marketing actions, and communicate to teams for buy-in. Involve feedback mechanisms to refine the process.
• Key requirements: Use templates for scenario storylining and action planning. Cross-functional teams enhance insights by bringing diverse perspectives.