Best Practice Report

Achieve Optimal Program Family Balance Within The Campaign Framework

October 12th, 2023
David Parry, null
David Parry
With contributors:
Matthew Selheimer , Terry Flaherty , Kelvin Gee , Lisa Nakano , Aidan Doyle , Kate Pierpont


The Forrester Campaign Framework enables B2B leaders to strategically prioritize and allocate resources to reputation, demand, engagement, and enablement programs across the audiences they target. In this report we provide several examples of how to balance program family allocations using four key factors: product and market maturity (demand type), new or existing customer opportunities (opportunity type), company size, and sales cycle length.

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