A marketing program organizes a marketing effort in the planning hierarchy. Its goals, tactics, tasks, compliance reviews, and approvals all connect to the program, so teams plan, govern, and track the work in one place.
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Within the planning hierarchy, leadership's objectives cascade down into programs and plans, and results roll up. To see how a CEO's objective flows down to the plans that a campaign manager runs, see Understand How Planning Hierarchies Work.
Example Under a new-market-launch initiative, a VP of marketing creates two programs: a
brand-awareness program and a lead-generation program. The VP runs the brand-awareness program
directly. They hand the lead-generation program to a marketing manager, who works within it to
build and manage its goals, tactics, and tasks.
A program connects every part of a marketing effort, so teams plan, govern, and track it in one place.
| Work Area | Purpose |
|---|---|
| Positioning | The program's stage and where it sits in the marketing hierarchy. |
| Goals | The targets the program supports, with results that roll up automatically. |
| Tactics | The content and channels that carry out the program's work. |
| Calendar | The program's schedule across the marketing hierarchy. See The Calendar in Marketing Planning and Operations. |
| Compliance | The controls and reviews that keep the program aligned with brand, legal, and regulatory standards. |
| Tasks | The work assigned and tracked to move the program forward. |
| Approvals | The approvals that the program moves through before work goes ahead. |
