Framework 10 / 12
Apply the same system to communication, content, ABM and CRM
Which features of the specialised plan change its data, controls and deliverables?
Decision
Choose the right model and the required degree of adaptation.
Adapt scope, data and controls to the decisions specific to each plan. This step produces reviewable commitments and flags information that remains too fragile to justify a trade-off.
01Adapted model
02Required data
03Specific controls
04Export
Critical comparison · SQ-42
Choose the plan suited to the decision
Specialised plans share the same object system. They differ in their specific decisions, data and controls.
Critical comparison of six plan families to select the appropriate deliverable.
- 01Identify
Name the primary object and dominant decision.
- 02Compare
Assess horizon, data, capacity and specific controls.
- 03Select
Choose the narrowest plan that covers the decision.
- 04Connect
Keep budget, objectives and governance in the parent plan.
Six specialised plans, six triggers
The selector avoids producing several documents when only one specialised view is needed.
| Plan | Dominant decision | Horizon | Critical data | Distinctive control |
|---|---|---|---|---|
| Communication | Messages and audiences | Quarter / year | Pressure by audience | Message–audience coherence |
| Content | Production portfolio | Quarter | Capacity by format | Reuse and contribution |
| CRM | Relationship cycles | Month / quarter | Consent and pressure | Deliverability |
| ABM | Accounts and orchestration | Quarter / half-year | Account signals | Multi-role coverage |
| Events | Date and format | Project | Registrations and suppliers | Critical path |
| GTM | Launch conditions | Launch | Multi-team readiness | Go / no-go |
01Choose a content plan when production capacity is the dominant constraint.
02A GTM is required when several teams condition a launch date.
03Objectives, budget and decision log remain connected to the parent marketing plan.
Scoping comparison. An organisation may combine several views without multiplying sources of truth.
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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