The key to effective campaign governance lies in CMOs ensuring that campaigns are aligned to business objectives and marketing actions are tied to desired outcomes. Within marketing, the CMO sponsors campaign strategy and planning alignment and fosters a culture of continuous optimization. Across the company, the CMO collaborates with executives from sales, product, and customer experience to align business objectives with marketing plans, and to communicate marketing outcomes. To maintain focus on desired business performance and ensure campaigns are linked to marketing plans, CMOs should consider using the Forrester Campaign Implementation Process.