Framework 03 / 12
Connect business outcomes, marketing objectives, initiatives and measures
Which outcomes must change, how will they be measured and who can act?
Decision
Select the objectives and indicators that will genuinely trigger action.
Build an explicit causal chain with baseline, target, deadline and owner. This step produces reviewable commitments and flags information that remains too fragile to justify a trade-off.
01Outcome tree
02KPI dictionary
03Alert thresholds
04Named ownership
Worked example · SQ-32
Test whether a target is feasible before approving it
A target is defensible when the required progress remains compatible with history, resources and uncertainty.
Illustrative case: grow annual pipeline from €3.6m to €5.0m.
- 01Calculate
Measure required growth against the baseline.
- 02Compare
Position the target against historical distributions.
- 03Adjust
Include budget, capacity and ramp-up time.
- 04Condition
Set a central target, a lower threshold and an upside scenario.
Central target at €4.6m, ambition at €5.0m
The initial target requires +38.9%, while capacity and history support central growth of +27.8%.
Required growth = (target − baseline) ÷ baseline| Scenario | Pipeline | Growth | Planning confidence | Condition |
|---|---|---|---|---|
| Lower threshold | €4.1m | +13.9% | 80% | Current budget |
| Central target | €4.6m | +27.8% | 60% | +120 capacity days |
| Ambition | €5.0m | +38.9% | 35% | +180 days and conversion +2 pts |
| Stress | €3.8m | +5.6% | Risk | Eight-week product delay |
01€4.6m becomes the committed target; €5.0m remains a conditional upside scenario.
02The upper target cannot be assigned without the capacity and conversion gain.
03The lower threshold triggers a reforecast; it is not a comfort target.
Fictitious data. Probabilities are planning confidence levels, not statistical forecasts.
Minimum controls
What the plan must make visible.
Status, evidence, owner and next review date.
Status, evidence, owner and next review date.
Status, evidence, owner and next review date.
Status, evidence, owner and next review date.
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