{"version":"0.2.0","built_at":"2026-10-10T20:58:14.188Z","license":"CC BY 4.0 © Mike Reams","canonical":"https://catalog.mikereams.com","capability":{"id":"BC-420.20","name":"Marketing Strategy & Planning","level":2,"parent_id":"BC-420","l1_id":"BC-420","industry":"cross-industry","macro_id":"MC-40","path":["Brand & Marketing","Marketing Strategy & Planning"],"description":"Decide which audiences to pursue, what to say to each and how much to spend doing it, so campaign activity adds up to a plan rather than a calendar of events.","aliases":["Marketing Planning","Go-to-Market Planning"],"in_scope":["Annual and quarterly marketing plans and budgets","Audience and message strategy","Go-to-market plans for launches","Channel mix decisions"],"out_of_scope":["Deciding which products to build and launch (see BC-510)","Market research that informs the plan (see BC-410)"],"csdm_note":null,"status":"active","successor_id":null,"child_ids":["BC-420.20.10","BC-420.20.20","BC-420.20.30"]},"crosswalk":{"realized_by":[],"used_in":[],"patterns":[],"stacks":[],"books":[]},"ancestors":[{"id":"BC-420","name":"Brand & Marketing","level":1}],"children":[{"id":"BC-420.20.10","name":"Marketing Plan & Budget","level":3,"child_count":0},{"id":"BC-420.20.20","name":"Audience & Message Strategy","level":3,"child_count":0},{"id":"BC-420.20.30","name":"Go-to-Market Planning","level":3,"child_count":0}]}