HomeResearch Articles Marketing Planning: Aligning Country, Regional and Global Marketing

Marketing Planning: Aligning Country, Regional and Global Marketing

  • Marketers in small countries often need to navigate a complex process that is best suited to larger countries
  • Country marketers must agree on the roles of global and regional functions to support country business objectives before defining local plans
  • All teams must share a common understanding of global, regional and field marketing responsibilities for immediate, medium-term and long-term marketing priorities
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