B2B Marketing with Dave Gerhardt cover image

B2B Marketing with Dave Gerhardt

#197: Strategy | How to Build a Marketing Plan and Get It Approved for 2025 with Rowan Tonkin, CMO at Planful

Nov 28, 2024
Rowan Tonkin, CMO at Planful and expert in marketing planning, shares invaluable insights on building a successful marketing strategy. He discusses the importance of aligning your marketing plan with business objectives and gaining buy-in from executives. Rowan emphasizes the need for creativity within structured teams and reframes marketing as a revenue-generating investment. He also dives into the significance of collaborating with finance teams and adapting strategies based on evolving economic conditions, all aimed at driving measurable results.
55:09

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

  • Building a comprehensive marketing plan requires aligning marketing goals with business objectives to influence budget discussions effectively.
  • Cultivating a collaborative relationship with finance teams is essential for marketers to navigate the budgeting process and demonstrate value.

Deep dives

Importance of Marketing Planning

Creating a robust marketing plan is essential for any marketing leader as it sets a framework for the entire year. This process involves more than just outlining a budget; it requires understanding how marketing goals align with company objectives. The need for a comprehensive plan becomes especially apparent during annual budget discussions, where foresight can influence resource allocation. Failing to secure the necessary budget early can impact marketing success throughout the year, limiting opportunities for growth and innovation.

Get the Snipd
podcast app

Unlock the knowledge in podcasts with the podcast player of the future.
App store bannerPlay store banner

AI-powered
podcast player

Listen to all your favourite podcasts with AI-powered features

Discover
highlights

Listen to the best highlights from the podcasts you love and dive into the full episode

Save any
moment

Hear something you like? Tap your headphones to save it with AI-generated key takeaways

Share
& Export

Send highlights to Twitter, WhatsApp or export them to Notion, Readwise & more

AI-powered
podcast player

Listen to all your favourite podcasts with AI-powered features

Discover
highlights

Listen to the best highlights from the podcasts you love and dive into the full episode