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title: What a Marketing Program Brings Together in Marketing Planning and Operations
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description: 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.
products:
  - Marketing
release: "264"
---
# What a Marketing Program Brings Together in Marketing Planning and Operations

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.

### Required Editions

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small edition"><colgroup><col style="width:100%"></colgroup><tbody><tr class=""><td class="slds-cell-wrap" style="vertical-align:top;"><a href="https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_setup_editions.htm&amp;release=264.0.0&amp;type=5" title="Marketing Planning and Operations requires specific Salesforce editions and licenses. Learn about the editions, licenses, and add-ons that provide access, including the add-on for planning agents.">View supported editions</a></td></tr></tbody></table>

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](https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_hierarchy_understand.htm&release=264.0.0&type=5 "A marketing planning hierarchy is the cascading structure that connects company objectives to the marketing work that supports them. Each level represents a different scope of ownership and responsibility, from CEO-level objectives down to the plans that marketers work on.").

![Example](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mktg_all-264-0-0-production-enus/e92be4e1-4bef-47a5-a11d-95f4ea1f7d7a/images/icon_example.png)

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](https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_manage_calendar.htm&release=264.0.0&type=5 "See your whole marketing plan on a page. Marketing leaders and managers can see when work runs across the hierarchy, in a timeline view and a calendar view that the Marketing Calendar powers. You can open it on marketing programs, on campaigns, and on the home page of the Marketing Planning & Operations app."). |
| 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. |

![The Marketing Program record page, with tabs for Details, Goals, Calendar, Governance, Tasks, and Approvals.](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mktg_all-264-0-0-production-enus/e92be4e1-4bef-47a5-a11d-95f4ea1f7d7a/mktg_all/images/mktg_pln_oper_program.png)