MKT.14:4.1 - Select organisations and recover the actual opportunities

Begin with the commercial purpose and the useful customer contribution that could justify a programme. Use MKT.1 and MKT.12 to qualify the problem, relevant differences and uncertainty. Select named organisations because the contribution and feasible relationship warrant attention, not simply because they are large or visible.

Within each organisation, distinguish the opportunities that can proceed or fail independently. Recover the working group, affected users, purchaser or sponsor, the intended useful result and the material conditions of choice and delivery. Two departments may share an employer yet need different products, permissions or decisions. One person’s interest does not establish the organisation’s agreement or every department’s need.

Keep the organisation, its representatives, the commercial opportunity and its record distinct. A customer record can help preserve knowledge, but it neither grants authority nor makes several opportunities one. Use only enough structure to maintain the differences that change action: a small programme may need a short opportunity table and connected explanation.

State why each opportunity is included, which condition would exclude it and what further inquiry could change that choice. Consider the option of serving an ordinary request directly or leaving a weak opportunity outside the programme. Selection commits scarce attention; it is not merely a descriptive classification.