Marketing is an industry full of paradox. In fact, the field of Account Planning is struggling to make sense of many dichotomies at present. We have an abundance of data that haven’t translated into clearer and more inspiring strategies. We are brand experts that have a difficult time branding our discipline. The list goes on. The Planning discipline is driven by choice, distillation, consistency and focus. But today’s marketing challenges demand a more sophisticated approach to handling issues, which at face value, seem like competing opposites. In this session, we’ll examine how to strategically lead our clients through Paradox, and hopefully, create a new brand for Planning by doing it.
