CHAPTER 6

Define Scope Using Action Mapping

In This Chapter

• How does Action Mapping lend itself to scope definition?

• Why should you break up the goal into behaviors?

• When should you introduce content to your plan?

Very early in my career, I had my “dream project” (or so I thought then). The client had been hiring a Harvard Business School professor to teach an in-person class to new marketing professionals on a regular basis. The client found that this was an expensive way to teach these foundational topics—flying in people from around the world, hiring the professor each time—and it meant that the marketers needed to wait until the next class offering to learn the material. If the class was only taught annually or semi-annually, this ...

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