Best Practice Report

Building And Using A Program Plan On A Page

How To Capture And Share The Output Of Program Planning

October 15th, 2021
Renee Irion, Principal Analyst
Renee Irion Principal Analyst
Rani Salehi, Principal Analyst
Rani Salehi Principal Analyst
With contributors:
Amy Bills , Ian Bruce , Craig Moore , Marcia Trask

Summary

Many B2B organizations struggle with establishing a centralized marketing planning process with alignment across marketing, sales, and product stakeholders. Organizations can mitigate challenges with collaboration, transparency, and communication with best-practice processes and tools. In this report, we describe how a program plan on a page is a structured yet flexible approach to capturing the output of program planning, using the Forrester Marketing Program Planning Framework to align stakeholders and execution teams on a program.

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