Company and marketing leaders such as CEOs, CMOs, VPs, and directors create a marketing program to align efforts with business targets across the marketing hierarchy.
Required Editions
| View supported editions |
| User Permissions Needed | |
|---|---|
| To create and edit a marketing program: | Marketing Planning and Operations Leader permission set group |
Keep these key aspects in mind when creating a marketing program:
| Area | Things to Keep in Mind |
|---|---|
| Program basics and time frame | The program's name identifies it, and its start and end dates define when it runs. |
| Marketing planning hierarchy alignment and access |
Every program belongs to a marketing hierarchy and sits at a specific node within it. Your Salesforce admin has set up and activated the marketing planning hierarchies for your company and added the relevant nodes for each hierarchy. If you can't create a program at a specific node, your Salesforce admin hasn't given you access to create programs at that node. |
| Parent program rollup | A program can roll up to a parent program. When it does, the program's dates fall within the parent program's dates. |
| Business unit | A business unit represents the brand, region, or team that the program is part of. A business unit is optional. |
| AI grounding |
The AI grounding fields hold the strategic and branding information about the program. AI agents create the program's related resources, such as briefs, content, and media. They use this information to keep everything they generate on message and on brand. The context set on the program flows down to its campaigns and tactics. The work in those campaigns and tactics then stays aligned with the program. |
-
From the home page of the Marketing Planning & Operations app, click
Create Marketing Program.
The Marketing Programs list view opens.
- Click New.
- Enter the program's details and select its current stage.
- Save the program.