A marketing framework helps a team organize marketing decisions in a consistent way. Use STP to select a market and position an offer, a funnelFunnelThe order of stages a buyer passes, from meeting you to paying you.Open the glossary to map the customer journey, or RACE to manage activities and metrics from reach to retention.
A marketing framework is a structure that connects a problem, decisions, activities, and success measures. It is not the strategy itself. It helps a team build a strategy without missing important questions.
Which marketing framework fits your problem?
Start with the business problem, not a popular framework name. A team that does not know whom to serve should complete STP first. A team that loses prospects during the journey should map a funnel. A team with disconnected channels can use RACE.
| Framework | Main question | Output | When to use it |
|---|---|---|---|
| STP | Whom do we serve and how do we position the offer? | Segments, target, value proposition, positioning | Before a campaign or when the market is too broad |
| Marketing funnel | At which stage do prospects stop? | Journey stages, barriers, metrics by stage | When traffic exists but leads or sales are low |
| RACE | Which activities and KPIs must we manage from reach to retention? | Plan, Reach, Act, Convert, Engage | When the team needs a cross-channel operating plan |
Pearson places segmentation and targeting in “Identifying Market Segments and Target Customers,” followed by positioning in “Crafting a Customer Value Proposition and Positioning” in Marketing Management, 16th edition, published on September 30, 2021. This structure shows that STP orders market decisions before campaign messages.
How do STP, the funnel, and RACE work together?
The three frameworks do not need to replace each other. Use STP to define the target and position. Then use a funnel to view the target journey from awareness to loyalty. Finally, use RACE to assign activities, owners, and KPIs to that journey.
Amazon Ads explains that a marketing funnel maps a journey from awareness to loyalty, but the number and names of stages are not universal. A team can adapt the stages if it keeps definitions and metrics consistent.
Smart Insights, updated on December 1, 2025, defines RACE as Plan, Reach, Act, Convert, and Engage. Dave Chaffey created it in 2010 to support digital marketing planning, management, measurement, and optimization.
- Plan: define the target, objective, baseline, and KPIs.
- Reach: build reach through search, social media, advertising, or partners.
- Act: prompt an initial action such as reading, comparing, or submitting a form.
- Convert: turn a prospect into a transaction or another measured commitment.
- Engage: improve retention, repeat use, and customer relationships.
How to apply a marketing framework without more meetings
- Write one business problem in one sentence, such as “traffic increased but form submissions did not.”
- Select a framework from the table and assign one owner to each decision.
- Record a baseline from existing data before you add a channel or tool.
- Select one outcome metric and no more than two diagnostic metrics for each stage.
- Run one cycle for a relevant period. Keep or change the plan based on data.
If the problem is on a campaign page, review our landing page service and the guide to a campaign-ready landing page. The older marketing framework page also provides a short introduction.
Marketing framework questions
Must one business use every framework?
No. Use the framework that answers the current decision. Add another only when a different question remains unanswered.
What is the difference between a marketing framework and a marketing strategy?
A framework supplies questions and a work sequence. A strategy contains specific choices about the target, position, channels, budget, and advantage.
Does a funnel always use awareness, consideration, conversion, and loyalty?
No. Amazon Ads states that there is no universal version. Stage names can differ, but definitions and metrics must be clear.
Which framework fits a small business?
Start with simple STP, one main funnel, and the relevant parts of RACE. Do not add stages that do not change a decision.
When should a team replace a framework?
Replace or simplify it when it no longer helps the team choose an action, owner, or metric. Do not replace it only because a new term appears.
Operational conclusion
Select STP when the target and position are unclear. Select a funnel when customer journey leaks are unknown. Select RACE when cross-channel work is not managed. Start with one problem, one owner, and one outcome metric. Review the result after one relevant data cycle.
