Summary
Demand program origination often fails to align with go-to-market strategy or account for process friction points, resulting in unpredictable performance and limited insight on how to improve. The Forrester Marketing Program Planning Framework is a repeatable approach marketers can use to develop programs that drive business results by efficiently connecting objectives and program strategy to program design, tactic deployment, and performance optimization. This approach can be used to build standalone programs or to support a campaign initiative. In this report, we examine the steps required to successfully implement the Marketing Program Planning Framework for demand programs.
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