Clarifying marketing management vs. production and the different roles in the FAPI Marketing Framework™
Chasefive Management
According to leading job sites, there are over twenty distinct marketing role categories, including content creation, market research analysis, product marketing, public relations and more confirming how marketing is an extremely diverse and complex field.
To rationalize the allocation of responsibility within the marketing team, it is essential to clarify the distinction between two crucial areas - marketing management and marketing production functions. This distinction can sometimes become blurred, underscoring the importance of a clear understanding of the differences between the two.
The FAPI Marketing Framework™ outlines specific roles and responsibilities for its project members, including the Plan Master, Functional Leads, Production Executives, and the Leadership Team. Here's a summary of each role within the Framework™:
Plan Master
Role: Serves as the senior marketing stakeholder, leading the project and being accountable for all deliverables.
Responsibilities:
- Implementing the FAPI Marketing Framework™ and running the project.
- Forming the virtual team for the FAPI Framework™.
- Keeping all stakeholders in the project synchronized.
- Hosting FAPI Marketing Framework™ team meetings.
- Nominating Functional Leads and assisting them as needed.
- Removing roadblocks for Production Executives.
- Evangelizing FAPI Marketing Framework™ planning and management best practices and principles within the business.
- Delivering agreed-upon marketing objectives.
Functional Leads
Role: Provide cross-functional support to the project, nominated by the Plan Master.
Responsibilities:
- Supporting the Plan Master in organizing the structure and mechanics of specific modules (e.g., customer loyalty programs).
- Providing the availability of resources from their respective departments as needed.
- Regularly deal with legal counsel, customer service managers, or other department heads who can provide necessary resources or support to ensure successful plan formulation and execution.
Production Executives
Role: Marketing execution specialists engaged in the execution of specific tasks agreed upon to roll out the marketing plan.
Responsibilities:
- Executing specific tasks or functions critical to the marketing plan's success.
- Can include members from the marketing department, external agencies, or different departments within the business.
- Ensuring uninterrupted flow of marketing execution by fulfilling their assigned tasks.
Leadership Team
Role: Comprises C-suite or senior management team responsible for the commercial performance of the business and P&L results.
Responsibilities:
- Liaising with the Plan Master to receive updates on the project's progress, performance, and the return on marketing investment (ROMI).
Each role within the FAPI Marketing Framework™ plays a crucial part in the success of marketing planning and execution. The Framework™ emphasizes the need for significant leadership skills, cross-functional collaboration, and a shared process of subdividing responsibilities within the team to ensure effective and efficient marketing outcomes.
Join the FAPI Marketing Framework™ Academy to learn more about marketing team resource planning and team building.
The FAPI Marketing Framework—a comprehensive methodology for strategic marketing deployment—culminates in the Insights Module, which focuses on data-driven decision-making and continuous optimization. A critical concept in this module is the Marketing Leverage Effect , first introduced in the Architecture Module for forecasting campaign outcomes. The Leverage Effect highlights how multiple marketing activities across diverse channels interact and influence one another, producing a collective output greater than the sum of individual efforts. In the Insights Module, understanding the Leverage Effect is essential for accurately interpreting actual campaign performance, especially when assessing correlations between user-journey stages. By analyzing these interactions, organizations move beyond isolated metrics and derive actionable recommendations from a holistic view of how marketing investments work together.
In this 6-minute video, we break down the FAPI Marketing Framework into a practical, no-jargon overview you can apply today. You’ll see how the four modules— Frame (set goals and audience), Architecture (design channels, cadence, and budget), Production (plan campaigns, assets, and ops), and Insights (measure, learn, iterate)—work together to align strategy with execution and prove impact. Whether you’re building a plan from scratch or tightening an existing one, this short walkthrough gives you a clear structure to focus effort, move faster, and get measurable results.
In an increasingly complex and dynamic business landscape, achieving marketing success demands more than just creative campaigns; it requires structured planning, precise execution, and continuous adaptation. The FAPI Marketing Framework offers a comprehensive marketing management methodology designed to guide business leaders and marketing professionals in planning, organizing, and developing high-performing marketing functions. The framework addresses common challenges in marketing, such as the lack of confidence from CEOs, difficulties in demonstrating marketing ROI, and organizational silos. At its core, the FAPI Marketing Framework is built upon three fundamental principles: Coherence, Collaboration, and Adaptability. Coherence ensures a comprehensive, end-to-end structure for the entire marketing process, from planning to execution and analysis, without leaving gaps. Collaboration emphasizes interdepartmental cooperation, ensuring all stakeholders contribute based on their functional areas and gain a holistic view of the marketing process. Adaptability provides a flexible approach that can respond to changes in circumstances, new information, or unexpected events through continuous monitoring and adjustment. These principles create a robust foundation for effective and sustainable marketing strategies.
In modern marketing, one size does not fit all. Every business operates within unique dynamics shaped by its audience, industry, and go-to-market strategy. The FAPI Marketing Framework provides clarity by breaking down these dynamics into four distinct Tactical Marketing Models —each defined by two key strategic parameters: Ownership of the end-user database – Does the company directly own and control its customer data, or does it rely on intermediaries? Transaction velocity – Are customer transactions frequent and high-volume, or infrequent and high-value? By mapping these parameters into a marketing models matrix, the FAPI Framework enables the Plan Master (the marketing leader or strategist) to identify the most effective marketing architecture and tactics for a business. The Four Tactical Marketing Models 1. Product Marketing Model High transaction velocity + No direct database ownership This model applies when products are sold through intermediaries, such as retailers, and the company has little control over the customer database. Key focus areas: Demand-generation campaigns, sales enablement tools, and customer retention strategies that rely on product feedback and adoption rather than direct engagement. Example: An ice cream manufacturer like Häagen-Dazs, which sells through supermarkets, focuses on mass awareness and brand preference rather than direct customer relationships. 2. Database Marketing Model High transaction velocity + Direct database ownership Here, businesses own their customer data and can directly engage with their audience at scale. Key focus areas: Data-driven marketing strategies , scalable marketing automation, loyalty programs, and e-commerce. Tactics: Multi-channel campaigns, localized marketing efforts, and customer advocacy programs to drive retention and repeat purchases. Example: An ice cream manufacturer selling directly to consumers through its online store while managing loyalty rewards and personalized offers.
Within the FAPI Marketing Framework, the rationale behind categorizing metrics into Delivery Metrics, Performance Metrics, and Impact Metrics is to ensure a comprehensive and multi-layered evaluation of marketing effectiveness, facilitating strategic decision-making and continuous performance improvement. This categorization, crucial for the Insights Module, helps to make sense of marketing data and effectively evaluate outcomes.
Based on the FAPI Marketing Framework Official Guidebook, a modern marketing manager or Plan Master requires a diverse and comprehensive skill set to effectively navigate the complexities of contemporary marketing. Their role is central to leading projects, ensuring alignment, and driving results across the entire marketing process. The key skills and competencies of a modern marketing manager or Plan Master are centred on four key areas: Leadership & Management Strategic & Analytical Technical & Operational Interpersonal & Communication 1. Leadership & Management Skills Project Leadership and Oversight: The Marketing Manager leads the implementation of the FAPI Marketing Framework within the organization, overseeing the entire project lifecycle and ensuring all steps are completed efficiently. They provide leadership and coordination throughout the process of translating strategic vision into execution requirements. They are responsible for making key decisions during execution, especially when unexpected situations or adjustments are necessary. Team Building and Empowerment: They are responsible for forming the virtual marketing team, selecting individuals with the necessary skills and expertise, whether internal staff or external contractors. The Marketing Manager must take a holistic view when building the team, understanding the dynamics involved to ensure optimal performance. They act as a coach, supporting and empowering Production Executives by identifying and removing roadblocks and ensuring they have the necessary resources and support. Fostering a positive and collaborative team environment where members feel comfortable expressing themselves is essential. Resource Management and Financial Acumen: They oversee the financial management of the FAPI Framework, ensuring a return on marketing investment performance. This includes assessing resource availability, developing an allocation plan, and continuously monitoring and adjusting financial, human, and technological resources. They must ensure the Production Executive team is appropriately resourced. Quality Control and Efficiency Promotion: The Marketing Manager promotes a quality mindset within the marketing organization, focusing on reducing errors and friction at every step of the Production stage. They use transparent Production practices to allow for retrospective analysis to identify bottlenecks and inefficiencies. The Framework is designed for systematic review and continuous improvement, which the Marketing Manager champions. Process Optimization: They can use techniques like the '5 Whys' to identify root causes of productivity shortfalls and streamline workflows.
