Summary
This report introduces a new framework for adaptive program planning by marrying the Forrester Marketing Program Planning Framework with the Revenue Technology Model. Each step, from strategy to measurement, is recast to reflect how frontline marketing teams must now operate: using intelligent technology to target, monitor signals, predict behavior, and personalize at scale, while human marketers provide strategic direction, creative oversight, experience, rules, constraints, and brand governance. This framework evolves into a continuously optimized system that blends machine intelligence with human judgment to deliver more relevant, responsive, and adaptive programs.
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