Model Overview Report

The Forrester Marketing Program Planning Framework

February 11th, 2022
With contributors:
Laura Cross , Barry Vasudevan , Ian Bruce , Marcia Trask , Lisa Nakano , Carrie Rediker , Emily Wen , Kate Pierpont


B2B marketers often lack effective processes and tools to manage program planning and execution. Forrester’s 2021 Global Marketing Survey reveals marketing strategy and planning as the most frequently selected internal process that B2B marketing decision-makers plan to add or enhance within the next two years (41%). The Forrester Marketing Program Planning Framework is a best-practice program planning methodology that begins with business context and is reinforced with performance insights to inform program optimization.

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