In this podcast episode on annual planning, we chat with Tiffany Pillifant from Insperity and focus on aligning marketing goals with overall business objectives through a data-driven approach. Emphasizing the necessity of collaboration across various departments such as finance, sales, and product. The discussion highlights the use of specific planning frameworks, like the OKR framework, to translate corporate objectives into actionable marketing goals and key results. The episode underscores the importance of initiating planning discussions well in advance, despite the challenges it presents, and regularly revisiting long-term plans to ensure their relevance.