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MKT.14:3 - Forces
| Tension | What the programme must preserve |
|---|
| A large customer can contain several independent opportunities. | Distinct purposes, buying groups, permissions, promises and results. |
| Reusable preparation can reduce effort while hiding consequential differences. | A justified common basis and explicit local adaptations and exceptions. |
| More contacts can improve access while consuming scarce delivery capacity. | The useful outcome and complete burden of responding and supplying it. |
| Individual teams own parts of the work. | A feasible whole with effective contributors and separate customer commitments. |
| A programme needs continuity while customers and conditions change. | A reason to retain, change, separate or finish each part. |