Objective-to-Commitment

Marketing leadership turns what the business asks of the department into a plan that has money, people and owners behind it. A run begins when the fiscal planning cycle opens, when the review date on a recorded strategy arrives, or when somebody reports that the department cannot do or cannot carry the work in front of it. The processes here settle which markets the organization competes in and what it wins on, how much money marketing has and how it is divided among the functions, which of the requests that keep arriving get committed to, who holds each activity and whether that holder is a person or an agent, and which tools and agencies the department buys. The quarterly review examines a closed quarter against the plan and resets what each area is held to, and the executive briefing takes to a board or an executive team the decisions marketing cannot take on its own. Every run here ends with a named person signing, the result published at a version, and each agent told what it now owes against it.