Model Overview Report

Introducing The Forrester Campaign Framework

April 16th, 2024
With contributors:
Matthew Selheimer , Aidan Doyle , Kate Pierpont


Many B2B organizations consume countless resources planning and executing misaligned marketing tactics that don’t reach the right people at the right time. These tactics often overlap with each other or with sales engagement and fail to efficiently leverage common resources. An integrated campaign framework can help an organization carefully plan for desired outcomes and efficiently execute coordinated marketing programs to meet those expectations. In this report, we introduce the Forrester Campaign Framework and describe how its program families and supporting processes enable marketers to take a strategic approach to achieving campaign goals.

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