01Operational definition
Marketing plan
A system of commitments connecting outcomes, initiatives, resources, timing, responsibilities, measures and risks.
Glossary · shared language
Define objects before connecting them.
The definitions are deliberately operational: they state what must be observable for an object to be checked and reviewed.
- 02Operational definition
Objective
An expected outcome with a baseline, target, deadline and owner.
- 03Operational definition
KPI
A measure defined by a formula, source, frequency and thresholds that trigger action.
- 04Operational definition
Initiative
A bounded set of actions using resources to contribute to one or more objectives.
- 05Operational definition
Budget
Authorised financial resources, phased and connected to plan objects.
- 06Operational definition
Capacity
The time and skills actually available over a period.
- 07Operational definition
Roadmap
The time sequence of initiatives, milestones, dependencies and gate decisions.
- 08Operational definition
Milestone
A dated checkpoint linked to a deliverable, evidence or decision.
- 09Operational definition
Dependency
A condition carried by an object, team or decision on which another commitment depends.
- 10Operational definition
RACI
The distribution of Responsible, Accountable, Consulted and Informed roles around work or a decision.
- 11Operational definition
Assumption
An unverified proposition whose validity may change a plan decision.
- 12Operational definition
Risk
An uncertain event qualified by probability, impact, owner and response.
- 13Operational definition
Scenario
A coherent configuration of assumptions, resources, actions and outcomes used to compare options.
- 14Operational definition
Reforecast
A revised forecast that preserves the initial reference, incorporates actuals and documents new trade-offs.