| 1 | MKT.1 - Qualify a Market Problem and Differences between Customers | Stable | customer problem, roles, circumstances, segmentation; Which differences change the offer? | MKT.12; DOCA.3; ECO.3 where relevant |
| 2 | MKT.2 - Construct and Test an Offer and Its Positioning | Stable | offer, positioning, alternatives, useful contribution; What can we promise and how is it different? | MKT.1/6/9/11/12; engineering when needed |
| 3 | MKT.3 - Reach a Suitable Audience and Obtain a Meaningful Response | Stable | audience, communication, invitation, response; Who can use this and what response matters? | MKT.1/2/4/12; HCD.6.1 when explanation is needed |
| 4 | MKT.4 - Make Choice and Acquisition Meaningful and Feasible | Stable | choice, purchase, refusal, terms, transition; Can the customer understand and carry out the next action? | MKT.2/6/9/11 |
| 5 | MKT.5 - Develop and Align a Customer Experience Concept | Stable | experience concept, actual experience, design; How should the experience connect to real work? | MKT.2/6/8/11/12 |
| 6 | MKT.6 - Jointly Shape a Useful Result and Help Achieve It | Stable | customer success, useful result, goal formation, help; What result matters and what helps obtain it? | DOCA, SYSE, OPS where needed; MKT.1/2/4/12 |
| 7 | MKT.7 - Continue, Restore or End a Customer Relationship | Stable | renewal, restoration, ending, obligations; Should this relationship continue and on what terms? | MKT.6/10/11; OPS.6; MA.8; ECO.8 |
| 8 | MKT.8 - Construct a Journey Map for a Specific Decision | Stable | journey map, history, possible route, decision; Which connections in customer activity matter? | MKT.1/5/6/12; MKT.9/11 for change |
| 9 | MKT.9 - Select an Offer or Help for a Particular Customer | Stable | suitable variant, personalised service, configuration; Is there a fitting offer or must one be constructed? | MKT.1/2/6; SYSE.8; ME.6; MKT.4/11 |
| 10 | MKT.10 - Evaluate the Contribution and Cost of a Marketing Intervention | Stable | intervention, effect, uncertainty, cost; What did the intervention change and what follows economically? | MKT.5/6/12; C.28.CM; MMP.15; MA.8 |
| 11 | MKT.11 - Align Promises, Partners and Execution | Stable | promise, provision, partners, assignments, feedback; Who will actually supply the promised work? | MKT.2/5/6; OCE.6/11; OPS.6; ME.6 |
| 12 | MKT.12 - Investigate a Customer or Market Question for a Decision | Stable | research, customer inquiry, JTBD, evidence, useful stop; What must we learn for this decision? | RMP.1; MKT.1/2/4 as receiving uses |
| 13 | MKT.13 - Test Commercial Model Repeatability and Deployment Limits | Stable | repeatability, search, deployment, capacity, cash; Can ordinary work sustain the proposed scale? | MKT.1/2/10/12; STR.8; MA.8; OCE.11 |
| 14 | MKT.14 - Develop and Change a Programme for Selected Customer Organisations | Stable | B2B, accounts, opportunities, programme, common preparation; Which whole customer programme can we support? | MKT.1/2/3/4/6/7/9/10/11/12/13 as needed; STR.8; MA.8 |