Assessing Tactic Effectiveness For In-Progress Demand Programs

Demand program managers must continuously improve tactical performance, but they often struggle to apply data to inform meaningful adjustments to demand programs already in progress. Once B2B demand programs are in market, program managers must analyze all available data and make the necessary adjustments to deliver superior program performance. Marketing tactics form the building blocks for achieving program objectives and assessing the degree to which buyers respond to a program’s tactics provides program managers with the earliest indicator of likely program effectiveness. In this report, we outline a best-in-class approach program managers can use to analyze tactic effectiveness and drive adjustments to programs.