Planning is an important exercise in any company. It is important because it helps align all teams. Aligns teams to unified goals, spending envelopes, and catches disconnects before they become drivers of failure. But for that planning exercise has to be well managed. It should push sales to drive numbers that are a stretch, but reachable; and it should force product teams to deliver. A disconnected planned exercise will fail in alignment exercise and fail in getting confidence of people involved.
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