Best Practice Report

Operationalizing Marketing Program Planning In The Strategic Budget Allocation Process

Translating Business Priorities Into Marketing Execution Plans

February 11th, 2022
With contributors:
Cristina De Martini , Tyler Orleans , Arianne Burnette


Marketing execution teams face a challenging task when planning their budgets. They are expected not only to design and execute marketing programs that drive results, but also to align their spending decisions to an often complex and competing set of business objectives. The Forrester Strategic Budget Allocation Process enables marketing organizations to define their business priorities and direct spend where it will have the most impact in achieving these objectives. As part of this process, execution teams play a critical role in translating business priorities into execution plans and providing feedback on any areas of misalignment. The Strategic Budget Allocation Process can be used by any marketing execution team, whether it operates centrally, as part of regional or country-based field marketing, or as a distinct business unit. This report provides guidance on creating a marketing program plan that aligns spending to business, marketing, and campaign objectives defined in the Strategic Budget Allocation Process and avoiding common pitfalls that lead to disconnected or habitual spend.

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