Use The Campaign Hierarchy To Design Your Campaign Architecture And Guide Resource Allocation

Marketing campaigns are the primary mechanism for translating business objectives into actionable strategies. They integrate planning, execution, and resource allocation to drive measurable impact — and enable CMOs to demonstrate marketing’s value across the business. The campaign hierarchy, developed through the Forrester Campaign Implementation Process, defines six essential elements that help them design their campaigns. This report outlines how CMOs and campaign leaders can use the campaign hierarchy to guide planning, allocate resources, and communicate priorities, leading to improved marketing performance.