Marketing function map

The question it helps answer

Use the marketing function map to organise the reasoning behind this question: How do growth, product marketing, brand, PR, and internal communications differ and connect? The working view makes function, objective, and audience visible so discussion can move from general opinion to a specific action or decision.

When to use it

Use the marketing function map when people working on marketing and communications are using different mental models for function, objective, and audience, and that difference is changing choices or coordination.

What it is

The marketing function map is a set of connected concepts for examining one situation from several necessary angles. Its core working elements are function, objective, audience, and activities. Those elements belong together because each changes how the others should be interpreted or acted on.

Core elements

Function

Capture function only at the level needed to answer: How do growth, product marketing, brand, PR, and internal communications differ and connect? Use observable evidence, name any unresolved judgment, and state what action or choice this entry can change. Within the marketing function map, connect this entry to objective so the relationship can be reviewed rather than inferred.

Objective

Describe the observable result, who benefits, and the evidence that would show meaningful progress. Within the marketing function map, connect this entry to audience so the relationship can be reviewed rather than inferred.

Audience

Identify the relevant people or groups, their needs, and any important differences in influence, access, or impact. Within the marketing function map, connect this entry to activities so the relationship can be reviewed rather than inferred.

Activities

Capture activities only at the level needed to answer: How do growth, product marketing, brand, PR, and internal communications differ and connect? Use observable evidence, name any unresolved judgment, and state what action or choice this entry can change. Within the marketing function map, connect this entry to skills so the relationship can be reviewed rather than inferred.

Skills

Describe the capability as observable work, cite evidence of current proficiency, and choose a practical next development action. Within the marketing function map, connect this entry to metrics so the relationship can be reviewed rather than inferred.

Metrics

Define the measure, population, period, source, owner, calculation, baseline, target or reference range, and counterweight. Within the marketing function map, connect this entry to interfaces so the relationship can be reviewed rather than inferred.

Interfaces

Describe what each side provides, when it is needed, how readiness is confirmed, and where unresolved issues escalate. Within the marketing function map, connect this entry to maturity trigger so the relationship can be reviewed rather than inferred.

Maturity trigger

Record only the context that changes the work, separating verified facts from interpretations and assumptions. Within the marketing function map, connect this entry to interfaces so the relationship can be reviewed rather than inferred.