The business brief is like a foundation; if it is not done correctly, everything else will be very difficult. If the business brief is incomplete, wrong, or inaccurate, all activities risk being ineffective or failing. Without good business intelligence, marketing is blind. It requires responsibility and commitment from both sides. Business to provide accurate input. Marketing to be able to discuss numbers, data, and business issues. Strong collaboration is required.

If a company produces a detailed, accurate business plan every year, there is no need for a new document. This exercise is for companies that want to make sure that everyone in the organisation is on the same page. Both departments should play off each other.

If an organisation has separate departments for product, price and distribution, there must be close co-operation.

Input to product developmet - should come form the market
Input to pricing - should come from the market
Input to distrubtion - shoudl come from the market
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