B2B marketing teams are launching more programs than ever — but for many buyers, this experience is an increase in noise, not value. The newly published Forrester report, Marketing Program Proliferation Hurts Customer Experience And Limits Business Growth, outlines the core drivers behind why two decades of program proliferation, an inability to adapt to buyer behavior changes, and an environment of measuring marketing and sales for poor behaviors no longer works and offers a practical approach to the solution. Forrester’s surveys, client interactions, and data analysis make a clear case for marketing program orchestration: a shift from channel-specific program execution to coordinated program workflows, orchestrated audience segments, and updated metrics that reflect how revenue is created by meeting the new digital-native buyer’s needs.

Forrester’s research includes a downloadable Marketing Program Orchestration Workflow Template designed to help teams map the steps, inputs, outputs, roles, and KPIs required to build unified program plans without subfunction overlap and, most importantly, in the spirit of what the buyer wants. If you’re trying to move from “too many programs” to “the right programs, intentionally sequenced,” the tool gives you a practical starting point.

Key takeaway: Program orchestration isn’t about doing more — it’s about aligning marketing subfunctions (including brand and communications team, event teams, and field marketing teams) to a single program plan per audience segment, reducing overlap, and measuring revenue outcomes instead of marketing activity.