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Feedforward: The Future-Oriented Power of Feedback in Marketing
MMA Dictionary
12 September 2025
Paylaş
Feedforward: The Future-Oriented Power of Feedback in Marketing
From Feedback to Feedforward
For decades, the concept of “feedback” has shaped management and leadership, focusing on evaluating past actions—what went right, what went wrong. But in today’s fast-moving marketing ecosystem, looking backwards is no longer enough. Enter Feedforward.
Feedforward shifts the focus from the past to the future. Instead of criticizing what has already happened, it guides what can happen next. Rather than saying, “Your presentation was too long,” feedforward reframes it as, “Next time, keep your message shorter to make more impact.”
What Is Feedforward?
Feedforward is the practice of providing constructive, solution-oriented, future-focused suggestions to help individuals or teams perform better going forward.
Feedback: Analyzes the past.
Feedforward: Shapes the future.
In marketing, where agility and innovation are crucial, feedforward is becoming a cultural foundation for high-performing teams.
Management and Communication Perspective
Leadership: When leaders replace “Why did you fail?” with “How can you do better next time?”, motivation and creativity rise.
Teamwork: Teams thrive when they focus on solutions, not on dissecting mistakes.
Communication: Feedforward fosters trust and openness by replacing judgment with constructive direction.
Marketing and Consumer Experience Perspective
Applied to marketing, feedforward can transform strategy and consumer interactions:
Customer Relations: Instead of “Last time you had a delivery issue,” say → “Next time, we’ll ensure faster shipping for you.”
Campaign Analytics: Instead of “This ad underperformed,” say → “In the next campaign, targeting Segment X can boost conversions.”
Brand Perception: Future-facing brands are perceived as more innovative and trustworthy.
Feedforward thinking aligns strongly with MMA Global’s Project ROMI (CMO/CFO Alignment). ROMI’s purpose is not only to report past results but to demonstrate how future marketing investments will impact business outcomes in a language CFOs understand.
Just like feedforward, ROMI shifts the conversation from “what happened” to “what will drive value next.”
This makes feedforward not just a communication technique but a management philosophy directly connected to MMA’s strategic initiatives.
Marketing That Looks Ahead
Feedforward is more than a buzzword—it’s a mindset shift for modern leadership and marketing.
For marketers, the key question is no longer “What did we do wrong?” but “How can we do better next time?”
With initiatives like Project ROMI, MMA Global empowers marketing leaders to apply this future-oriented approach, ensuring that strategies not only explain the past but actively shape the future.
Serkan Karaman
MMA EMEA Platforms Manager
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