I led the 'Plan' stream at the FUNNEL Sydney event on Monday with a presentation titled, The Integrated Planning System: Five steps to ensure your marketing plan remains effective within the evolving digital environment.
I have been working on this system for a couple of years now. We used it in IBM's Digital Strategy Workshops, designed to enable IBM's global marketing and communications practice on digital, which have now reached 1,500 team members. It is also a key part of our corporate digital guidance materials. An earlier iteration of the work is shared in this earlier post.
Many of my posts on this blog touch on elements within this Integrated Planning System, including digital specialty areas and also the overall change management effort involved in adoption of this type of approach within a large, globally integrated enterprise. This topic fascinates me -- I welcome any thoughts, ideas questions or comments.