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marketing program management

What to Look for in a Marketing Program Management Software

Mushegh GevorgyanCEO & Founder @
October 10, 2021

Marketing program management involves:

  • Setting up the right processes
  • Using the right technologies
  • Involving the right people to achieve an end goal.

For B2B or B2C markets, the end goal is usually to acquire new customers or users, improve their engagement and retention and convert them into loyal paying users/customers.

Pretty much any brand that wants to sell a product or service does marketing. However, some marketing programs are better than others. And, accordingly, they convert and retain customers better.

Effective marketing program management usually relies on the right tools and the right people. Finding talent is the job of recruiters. So, let us focus on marketing program management software that you can use to market to your target audience more effectively. 

There are many marketing project management tools out there that can potentially help you manage marketing programs. For you to make an informed decision, let’s see what you should look for in a tool like that.

Estimation of the work to be done

Any marketing program needs an estimation, just like any other program. Marketing programs are not the effort of a single person. For your program to be effective, you need hard work from the whole team. Translate this into input from every team that needs to work towards the bigger goal.

The marketing program management software you are using should allow you to invite team members from every marketing sub-department. These folks will then help you estimate the work to be done. Keeping your team on board in the marketing program estimation stage will help you plan better and deliver on time.

At the end of the day, your marketing teams will perform the tasks, so their involvement will help in better planning and then execution.

A space for collaboration for your marketing team

As a marketing program manager, your number one priority is to work with your team to develop a marketing plan and deliver it. Let’s say you have a big product launch coming up, and you need to use most of your marketing channels to promote the launch.

In bigger organizations with bigger marketing budgets, there can be several sub-teams for marketing. How do you manage all those teams and keep them aligned on your agenda?

You will need a space where all your marketing teams can collaborate. Each can have their own to-do boards and timelines, but everyone across the marketing department will be aware of what every team member is working on.

Clear distribution of areas of ownership between teams

In marketing program management for a bigger company, it is essential not to work in silos. There are two things that you should avoid:

  1. Not communicating enough
  2. Not having clear owners for specific milestones

When several marketing teams within a bigger marketing department start working in silos, they might end up doing double the work. So, it’s important to clearly communicate who is going to be responsible for which part of the bigger milestone.

Make sure that you break down the bigger milestone into smaller, more digestible units like program phases. Then break down program phases into even smaller units like task groups, tasks, and subtasks. Assign each team a phase of the program and let the work begin. 

Resource management and managing expectations

By resources, I don’t only mean the human resources in the marketing department. For bigger programs, you will need help from other departments too. Those could be the analytics team, the support team, product managers, tech people, the legal team, and many others.

In other words, you are going to have dependencies from non-marketing departments too. And it’s vital that you have a space where you can manage your expectations and see all the dependencies you have from data scientists, legal advisors, tech people, and more.

Final words

Marketing program management can be a daunting task. However, with the right tools at hand and the right mindset, you will be able to manage your resources, see the big picture, quickly act upon showstoppers and hit the ground running.

We at are working hard to provide marketing teams with the tools they need for effective marketing program management. And we would be excited to show you around and answer any questions you may have about how can help you with marketing program management. Want to hop on a short virtual tour with us? Book a call today!

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