Campaign Workbook: Phase One — Setting Campaign Goals

This report is the first of a series of campaign implementation workbooks designed to help marketers plan and deploy integrated campaigns. The workbooks facilitate the Forrester Campaign Implementation Process with templates, tools, and instructions on how to incorporate related research into campaign planning. This report provides guidance and instructions for completing the first phase — setting campaign goals, — and covers: Understanding the inputs to setting campaign goals, templates, core deliverables, and the six phases of campaign implementation.