Renee Irion

Principal Analyst

Author Insights


Lessons From the Playground: Five Tips for Improving Your B2B Marketing Program Planning

Renee Irion December 23, 2019
  • 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