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

EPISODE · Sep 15, 2025 · 36 MIN

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

from RevOps Lab · host Weflow

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 cadencesLinks: 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/philippstelzerChapters: (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

Episode metadata supplied by the publisher feed · Published Sep 15, 2025

What this episode covers

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 cadencesLinks: 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/philippstelzerChapters: (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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#95 Annual vs. Continuous Planning – with Laura Cross , VP at Forrester

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This episode was published on September 15, 2025.

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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...

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