Best Practice Report

Using A Structured Approach To Design Demand Program Flows

Entry, Treatment, And Exit Rules For Repeatable And Scalable Demand Programs

November 8th, 2021
With contributors:
Renee Irion , Rani Salehi , Jessie Johnson , Carrie Rediker , Isabel Montesdeoca , Maria Alexandrou , Robin Whiting


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.

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