MKT.11:10 - Architectural Rationale

An offer can depend on several separately governed contributions. Marketing connects their results to the promise, while their responsible practices establish the capability, authority and performance. This division makes a missing contribution actionable and prevents an attractive description from being treated as implementation.

Customer evidence becomes practically useful when it informs a decision to retain or change the work. The connection may require a local remedy or changes to ordinary resources and assignments; its scale follows the problem rather than a universal transformation programme.