Best Practice Report

Achieve Optimal Program Family Balance Within The Campaign Framework

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

Summary

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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.