---
schema_version: "1"
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title: Create a Marketing Program in Marketing Planning and Operations
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mktg_pln_oper_programs_create.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_programs_create.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: 48c452e61eed4e9050e59716bed159cb96f4703b8b99242df896a3fc1833570f
description: 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.
products:
  - Marketing
release: "264"
---
# Create a Marketing Program in Marketing Planning and Operations

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

<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>

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small permission">
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            <th scope="colgroup" class="slds-cell-wrap" colspan="2" style="vertical-align:top;" id="d53579e67">User Permissions Needed</th>
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            <td data-label="User Permissions Needed" class="slds-cell-wrap" style="vertical-align:top;" headers="d53579e67 ">To create and edit a marketing program:</td>

            <td class="slds-cell-wrap" style="vertical-align:top;" headers="d53579e67 "><span>Marketing Planning and Operations</span> Leader permission set group</td>

          </tr>
        </tbody>
      </table>

Keep these key aspects in mind when creating a marketing program:

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small ">
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            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d53579e104">Area</th>
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d53579e107">Things to Keep in Mind</th>
          </tr>
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            <td data-label="Area" class="slds-cell-wrap" style="vertical-align:top;" headers="d53579e104 ">Program basics and time frame</td>

            <td data-label="Things to Keep in Mind" class="slds-cell-wrap" style="vertical-align:top;" headers="d53579e107 ">The program's name identifies it, and its start and end dates define when it
              runs.</td>

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            <td data-label="Area" class="slds-cell-wrap" style="vertical-align:top;" headers="d53579e104 ">Marketing planning hierarchy alignment and access</td>

            <td data-label="Things to Keep in Mind" class="slds-cell-wrap" style="vertical-align:top;" headers="d53579e107 ">
              <p>Every program belongs to a marketing hierarchy and sits at a specific node
                within it.</p>
              <p style="margin-bottom:0;">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.</p>
            </td>

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            <td data-label="Area" class="slds-cell-wrap" style="vertical-align:top;" headers="d53579e104 ">Parent program rollup</td>

            <td data-label="Things to Keep in Mind" class="slds-cell-wrap" style="vertical-align:top;" headers="d53579e107 ">A program can roll up to a parent program. When it does, the program's dates
              fall within the parent program's dates.</td>

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            <td data-label="Area" class="slds-cell-wrap" style="vertical-align:top;" headers="d53579e104 ">Business unit</td>

            <td data-label="Things to Keep in Mind" class="slds-cell-wrap" style="vertical-align:top;" headers="d53579e107 ">A business unit represents the brand, region, or team that the program is part
              of. A business unit is optional.</td>

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            <td data-label="Area" class="slds-cell-wrap" style="vertical-align:top;" headers="d53579e104 ">AI grounding</td>

            <td data-label="Things to Keep in Mind" class="slds-cell-wrap" style="vertical-align:top;" headers="d53579e107 ">
              <p>The AI grounding fields hold the strategic and branding information about the
                program.</p>
              <p style="margin-bottom:0;">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.</p>
            </td>

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1. From the home page of the Marketing Planning & Operations app, click **Create Marketing Program**.
    
    The Marketing Programs list view opens.
2. Click **New**.
3. Enter the program's details and select its current stage.
4. Save the program.

#### See Also

- [_Salesforce Help:_ 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.")