In this episode:
Laura Cross, VP and Principal Analyst at Forrester, joins Janis and Philipp to unpack the shift from annual to continuous planning. Laura shares why static, one-and-done plans don’t work in today’s fast-changing environment and how RevOps can take the lead in building adaptive, customer-centric planning processes.
We cover:
- Why annual planning often creates misalignment and mistrust
- The rise of continuous, “always-on” planning cycles
- How to balance board-level compliance with GTM agility
- Common pitfalls: siloed planning, unrealistic timelines, political dynamics
- Why putting the customer at the center fixes more than process
- RevOps as the facilitator of sync & sequence across functions
- Practical steps to operationalize strategy through revenue cadences
Links:
Chapters:
- (00:00:00) Intro & Meet Laura
- (00:02:10) Annual vs. Continuous Planning – The Shift
- (00:05:30) Why Annual Planning Fails in Practice
- (00:09:20) Misalignment, Finger-Pointing & Trust Issues
- (00:14:15) The Role of RevOps in Sync & Sequence
- (00:19:00) Overhead, Culture & Mindset Shifts
- (00:24:30) From Strategy to Execution: Revenue Cadences
- (00:29:40) Final Thoughts & Forrester Resources
