Part 4: The IBP advantage: a roadmap for marketing and product teams to collaboratively deliver success

Part 4: the key to managing campaigns, KPIs and decision-making

In the previous three parts of this white paper series we spent some time discussing concepts that underpin the Portfolio Review. We also deep-dived into the ongoing shaping of an organization’s portfolio and more specifically innovation strategy and management.

Now, in this final part, we will focus on why brand growth principles and marketing campaigns (whether they be consumer or customer-centric) need to be integrated and managed through the portfolio steps of Integrated Business Planning (IBP).

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