This framework is used to collect, organize and manage all marketing, lead generation and sales team support work 

[the Sales Plan also fits this structure however is completed by the sales leadership]

The Target Customer Profiles and the Marketing dept. model form two sides of a ‘revenue roadmap.’ Acting as a sort of guardrails, the customer profiles and dept. model focus and limit the lead gen. strategy. All marketing dept. work: materials, lead generation, sales support must be on the ‘road.’ this ensures that all marketing work is in alignment with the sales team.