Model Overview Report

Demand Program Pendulum: A Step-By-Step Guide

October 16th, 2019
With contributors:


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.

Want to read the full report?

This report is not available for purchase at this time.

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.