Case Study: Cumulus Media achieves faster, data-driven financial planning with Workday Adaptive Planning

Modernizing strategic finance to boost competitive advantage

Cumulus Media, a radio broadcasting company, was looking to modernize strategic finance and improve decision-making in a fast-moving industry. Using Workday Adaptive Planning from Workday, the company wanted better data transparency, faster forecasting, and self-service reporting to support planning and sales analysis across its organization.

Workday implemented Workday Adaptive Planning to automate budgeting, centralize planning and transactional data, and enable real-time collaboration and reporting. The results were significant: reporting tasks that once took days now take seconds, managers can update forecasts weekly across 90 media markets, and leaders gain clearer visibility into revenue, expenses, and sales trends. The change also drove a more data-driven culture and achieved broad companywide adoption.

Cumulus Media

Anthony Mascitti

Vice President of Business Systems