#95 Annual vs. Continuous Planning – with Laura Cross , VP at Forrester
RevOps Lab15 Syys 2025

#95 Annual vs. Continuous Planning – with Laura Cross , VP at Forrester

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

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Jaksot(119)

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