#95 Annual vs. Continuous Planning – with Laura Cross , VP at Forrester
Update: 2025-09-15
Description
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
- Laura Cross on LinkedIn: https://www.linkedin.com/in/lauracross
- Weflow: getweflow.com
- RevOps Chat Community: getweflow.com/community
- RevOps resources: getweflow.com/revops
- Janis on LinkedIn: https://www.linkedin.com/in/janiszech
- Philipp on LinkedIn: https://www.linkedin.com/in/philippstelzer
- (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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