Where should demand and ABM teams focus their efforts in the coming year? Explore the highlights from Forrester's planning guide report.
- Many B2B organizations struggle with how to improve their marketing program planning as they grow and mature
- Adopting a program planning process — even a basic one — helps organizations align people to the business purpose and tactics to the intended impact
- As organizations advance their marketing program planning, they’ll be better positioned to leverage insights to optimize the pipeline and revenue impact of their program