To create impactful demand programs, demand marketers must connect them to their company’s business strategy and growth objectives. Aligning demand programs to the B2B buying process ensures high-value buyer engagement and enablement. Demand marketers must continuously evaluate program performance to optimize their programs to meet buyer expectations and correlate results with the achievement of business goals. In this case study, we describe how Ellucian’s global campaigns team used the Forrester Marketing Program Planning Framework to transform how it designs demand programs.