MKT.14:4.6 - Use the programme and learn at the receiving decisions

Keep enough current information to act: the opportunity, supported useful result, present conditions, performed work, response, next action and receiving person. Preserve the reason for a stop or delay. Do not translate silence into refusal or a first purchase into achieved benefit without the relevant observation.

Provide different receiving answers where their decisions differ. The person continuing a sale needs the specific customer’s situation and next feasible action. The programme owner needs grounds to change inclusion, common preparation or resource commitment. The service provider needs the actual promise, inputs, timing and capacity conditions. One report may support several of these, but one engagement score cannot answer them all.

Compare the observed result and whole burden with the proposed programme. Use MKT.10 when the decision requires the programme’s causal contribution; descriptive progress is sufficient for some operational adjustments. Use MKT.13 before expanding a model whose ordinary repeatability or sustaining conditions remain uncertain.