Ignition Guide: Scenario Planning for Marketing

This guide is tailor-made for short-cycle projects that take between a few weeks to a month to execute and may not require extensive planning to get started or monitoring after launch.

Marketing leaders use this step-by-step Gartner Ignition Guide to:

• Identify the impact of different corporate scenarios on the marketing function
• Provide tactical tools and plan for changes to the function's current strategy and initiatives
• Communicate the scenario-specific actions

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