As the COVID-19 situation continues to evolve in unexpected ways, businesses are taking many strategic actions to adjust to new business realities. Scenario planning is one of the most effective tools to forge a path through an uncertain future.
A Gartner poll of 362 marketing leaders on March 27, 2020, showed that 38% of marketing leaders report “developed scenarios for planning purposes” as one of the top operational steps they’ve taken to manage this time of business disruption.
“One key element of effectively building and planning scenarios is data,” said Lizzy Foo Kune, Senior Director Analyst, Gartner for Marketers. “Marketing leaders look to data and analytics teams to offer insight into current trends and uncertainties to avoid errors in decision making and help chart a clear way forward.”