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Marketing planning

IBM Planning Analytics with Watson automates manual processes for more reliable decision-making while driving speed, agility, and foresight.

  • Increase the accuracy of marketing-led funnel models.
  • Integrate marketing tactics and plans with sales strategies and financial plans.
  • Align campaigns and programs to sales targets.
  • Generate revenue forecasts based on marketing metrics that are connected to historical performance and real-time data.
  • Analyze which customers are most profitable and what the causes are for attrition and retention.
  • Understand where to invest marketing dollars based on analysis.
  • Analyze markets to understand growth opportunities and market penetrations.


Use cases

Planning solutions for marketing

Allocate resources

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Ensure visibility into your marketing spend and easily reallocate based on performance or changing conditions. Track resources on multiple dimensions (by campaign, channel, business unit, etc.) to compare budget to actual.

Forecast and plan marketing revenue

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Create more accurate revenue plans and forecasts based on historical sales data and marketing performance metrics, like leads and conversion rates. Ensure marketing performance achieves business objectives.

Optimize campaigns


Track and analyze campaigns in real time to understand performance against targets and make ongoing adjustments. Perform deep granular analysis to understand buying behaviors and customer churn.

Can you relate to these marketing dilemmas?

Tedious and siloed planning

Error-prone spreadsheets and manual planning make the planning process difficult.

Inability to quickly pivot

Marketing plans are created infrequently, leading to a lack of agility in the planning process.

Lack of real-time insights

Marketing spend vs. budget cannot be assessed in real-time.

Solve your marketing planning challenges

Respond with agility

Respond with agility

Your challenge
Constantly changing and highly demanding customer preferences require marketers to interpret high volumes of data and respond appropriately. But siloed data systems only give a partial picture and hinder decision-making.

Our solution
With easy access to broad organizational and historical data, marketers can run unlimited what-if scenarios to assess the best course of action. This allows marketers to see the potential impact even before implementing changes.

Accelerate change

Accelerate change

Your challenge
It's critical to be able to continuously modify marketing plans to ensure a responsive and optimized strategy. However, most marketers use manual inflexible spreadsheets, making it difficult to execute change quickly.

Our solution
Optimize marketing plans with an automated solution that utilizes deep insights to inform campaign performance and market trends. Execute budget reallocation or make adjustments to the marketing mix in real-time.

Unify plans

Unify plans

Your challenge
Marketing teams can be fragmented and often disconnected from sales. This can lead to siloed planning and misalignment with overall marketing goals, driving misallocated spend on the wrong elements of the marketing mix.

Our solution
Unite silos with marketing planning software that provides one source of truth, giving users access to the same data, analytics, and plans. Build bottom-up plans that align to both marketing and organizational objectives.

IBM Planning Analytics with Watson

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