What you are planning
Marketing here is a calendar of things with a name against each, not a set of channels with budgets. Everything on it says why it exists, because that is the sentence that decides whether it happens again.
The face of it, which is often not the owner.
A plan. Spend against it is read from the ledger.
The sentence you would defend it with next quarter.
Cancel
A person's name is on it, and a second name for whoever the customer actually meets.