To prove the value of marketing, marketers need to deliver growth. Delivering sustainable growth hinges on a transformative go-to-market (GTM) strategy that prioritizes impact. This demands a fundamental shift: moving beyond a litany of disconnected product messages and reactive, short-term activities — the marketing activity trap — toward a long-term focus on engaging buyers and customers throughout their entire journey. It’s about moving from simply doing marketing to driving business impact.

An Integrated Campaign Framework Sets The Foundation For Success

Forrester defines integrated campaigns as marketing initiatives specifically designed to drive quantifiable growth — whether in revenue, customer retention, market share, or customer satisfaction — to achieve broader marketing goals. Organizations can achieve a distinct business advantage by implementing scalable campaigns that relentlessly prioritize buyer needs and target both revenue and non-revenue outcomes. By engineering campaigns with specific buying audiences in mind — through detailed target audience definitions and robust personas — organizations unlock significantly better results than those taking a less targeted, more scattershot approach.

An integrated campaign framework and process provides the bedrock for strategic alignment and impactful execution, offering key benefits such as:

  • Fewer, more effective campaigns. A buyer-centric approach enables fewer, more efficient campaigns by focusing on evergreen content that addresses buyer needs.
  • Unified and amplified programs. Reputation building and demand acceleration are aligned with revenue enablement to maximize campaign effectiveness.
  • Elimination of redundant effort. Buyer-focused campaigns eliminate duplicate programs and tactics targeting the same buyers, providing opportunities to evaluate and reduce non-campaign activities.
  • Clear roles and responsibilities. Campaign adoption clarifies marketing roles and responsibilities through functional and regional representation.

Forrester’s Framework In Action: Workday’s Experience

Workday, a leading provider of cloud-based human capital management and financial management applications, provides a compelling example of a successful application of the Forrester Campaign Implementation Process. Workday developed a sophisticated campaign architecture that maps to the full scope of its target markets and balances resource and investment across the campaign hierarchy and all four program families (i.e., reputation, demand, customer engagement, and enablement) during annual planning. The company also innovated its operational processes by developing an interlock process across all functions with a stake in marketing campaign outcomes. Workday identified an opportunity to increase agility and regional relevance through a more integrated GTM planning approach. This transformation streamlined GTM planning and execution, empowered regional teams, fostered collaboration, and ultimately drove greater focus and measurable business outcomes.

Orchestrating Growth: The Power Of Integrated Campaign Governance

This integrated campaign governance empowers organizations to plan, develop, and execute with a precise focus on overarching marketing goals supporting business outcomes. The Forrester Campaign Framework and the Forrester Campaign Implementation Process provide a distinct go-to-market strategic advantage, fostering seamless coordination between development and execution teams and ensuring alignment across marketing, sales, sales enablement, partner enablement, and product groups. This unified approach not only streamlines operations but also maximizes impact by ensuring that everyone is working in concert toward common objectives.

In our experience, the approach is particularly beneficial for organizations that are:

  • Shifting to a solutions-focused approach. They facilitate the transition from a product-centric to a customer-centric go-to-market strategy.
  • Expanding product portfolios. They support growth through the effective introduction and promotion of new offerings.
  • Navigating audience segmentation. They enable targeted engagement with buyer groups spanning multiple geographies, solutions, verticals, or company sizes.
  • Managing marketing technology infrastructure. They provide a consistent framework for leveraging marketing automation platforms and other technologies.
  • Achieving centralized and field marketing alignment. They ensure consistent program delivery across central and regional teams, maximizing ROI.

Join The Movement: Elevate Your Campaign Strategy At B2B Summit

Join me at Forrester’s B2B Summit North America in Phoenix, Arizona, or online, from March 31 to April 3. I’ll be leading a session titled “Campaign Excellence: Proof Points That Integrated Campaign Planning Accelerates Growth” that explains how the Forrester Campaign Framework helped Workday advance its operating model and accelerate time to market. I’ll be joined by Workday’s Senior Director of the Campaign Center of Excellence Nate O’Neal and Vice President of North America Marketing Brianna Ross, who will describe how they implemented best practices to streamline workflows, improve efficiency, and maximize ROI.