Demand marketers’ access to data, process, and technology enables them to plan interactions that meet the needs and purchase dynamics of a buying group. Each demand program objective has corresponding program plays to move opportunities with connected buying group members through the B2B Revenue Waterfall. Demand program plays support the demand program objectives of activate, validate, and accelerate. In this report, we describe how demand marketers can design, execute, optimize, and measure programs in a scalable, consistent way by defining and documenting entry, treatment, and exit rules for each program play.