Gartner for Marketers Research

Expert Research July 27, 2020

Ignition Guide: Scenario Planning for Marketing

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 Gartner Scenario Planning Ignition 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

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