This process group covers turning marketing strategy into funded and measured activity for each product, channel and segment. It includes setting objectives and measures, building budgets that align to the business plan, and working out expected return before money is committed. It continues into managing price levels and promotional programmes, packaging choices, the go to market plan, and the imagery and copy used to describe products. Customer measures, insight drawn from social and website behaviour, and personalised offers feed back into revising those plans.
The graph holds this control, the 0 it maps to, and the evidence behind each claim, over MCP and REST.