Marketing projects are typically defined by scope, mission, objectives, budget, timeline, and deliverables, and often encompass other aspects such as a description of the challenges or issues to be addressed. Once the project is delineated, budget allocated, and goals established, a selected team can begin execution.
A clear scoping methodology helps set these boundaries from the start.
Project scope is not the only variable in managing a project, but it is usually one of the first to be established. It may even be determined before selecting a team and certainly before allocating a budget.
Selecting the scope of a project is vital because projects that are not scoped well often derail due to changes in content, objectives, or mission during execution. Situations where projects are realigned or halted due to scope missteps can be avoided or managed when addressed early with the right project scoping workshop.
Of course, projects can be reassessed at any time for various internal or external reasons. The advantage of having a well-defined scope is that it allows for the structuring and engagement of teams to deliver within the project boundaries. If the project requires a revised scope, this can be accomplished more efficiently and effectively if the initial scope is well captured and described.
Scoping is also crucial for team alignment. Engaging a team in considering scope has tremendous advantages. Projects have multiple dimensions, and each team member may have a different perspective. These could include time, region, customer segment, product segment, and other considerations. Team engagement benefits from a shared understanding of the project’s boundaries.
Determining scope can also help in phasing a project, potentially addressing different objectives at different stages. Scoping requires management agreement as well as suitable budget and support allocation.
There are several compelling reasons to consider project scoping early. When viewed as a decision, projects can better stay on course toward objectives with reduced risk of scope drift.
The method outlined in this section is one of the simplest and most efficient ways to define project scope as a team, making it especially valuable at the start of a scoping workshop. Many descriptions are available on the internet, often included in Lean or Six Sigma methodology principles:
Guidelines in a Few Steps
You need a wall, whiteboard, or paperboard large enough to accommodate post-it notes. Teams can stand or sit at tables to fill in their post-its at the designated time.
The approach to collecting the post-its is crucial. There must be a designated facilitator to gather and place the post-its on the frame — in, out, or on the boundary — in agreement with the team. This facilitator ensures exchange, comments, and useful discussions while managing pace.
Additional recommendations
These simple rules are crucial for ensuring that all team members feel respected for their contributions.
Draw a frame on the wall (or board), leaving space for “in-frame” and “out of frame.”
Session time: expect 1–2 hours for small groups (4–7 people). Larger groups may split and later consolidate.
Wrap-up: allow another meeting if needed, then present to management/sponsor.
Collect feedback, take a picture of the frame, and celebrate achievements to reinforce team spirit.
👉 Key Takeaway: The Frame In Out method offers a structured scoping methodology that clarifies what belongs inside or outside project boundaries, while encouraging equal participation from all team members.
The Scope Frame In Out approach is highly effective because it enables all participants to share their ideas. In contrast, other types of meetings may allow certain individuals to dominate, leaving quieter participants sidelined.
Another major advantage is the substantial list of ideas generated in a short time. This diversity comes from the participants’ different roles and competencies, which broadens the perspective on scope. The format also encourages the proposal of potential challenges and issues. By surfacing these early, the team can address them before the project begins, rather than discovering them too late.
A possible risk is that this format may only scratch the surface of issues. Some problems may remain hidden or underestimated and should be revisited later. The Frame In Out approach provides a bird’s-eye view and a 360° perspective of the project, but some blind spots may remain. That is why scope discussions should remain open and iterative, with elements added or refined as the project progresses.
Beyond its practical benefits, Frame In Out fosters team cohesion. It builds a sense of ownership, where all members feel invested in the project. It also creates a shared language for defining scope and serves as a critical step in team formation. Interaction is not just a by-product — it is essential for building trust and engagement.
👉 Key Takeaway: Frame In Out is more than a scoping technique. It is a catalyst for alignment, ownership, and team cohesion, making it a critical step for both project success and team development.
© marketingdecision.org
The tool described on this page is an essential method for rallying a team around a key question and generating answers that benefit from diverse perspectives. This approach should not be limited to just the initial scoping of a project, as it offers ongoing opportunities for teams to discuss and refine their projects.
Once established, a project’s frame in out should be revisited regularly. Ask yourself: Is the project scoped appropriately? What opportunities and risks might arise from changing the scope? Consider using additional decision-making tools to compare different project scopes and their potential consequences. For example, should the project begin on a smaller scale for quicker results, or is it better to pursue a larger, more comprehensive approach from the start? Tools such as scorecards, and risk and opportunity assessments, can help guide these decisions.
For further insights, see the chapter on Technology vs. Product Innovation, which discusses the choice between making bold, leapfrog investments and taking smaller, less risky steps. Scoping projects correctly is often critical to their success.
The following section may include tools, some free, some with a fee to support this site development. If you consider a tool should be presented in this section and is missing, please let us know at: contact@marketingdecision.org
Explore tools related to the topics covered in this section. For a wider selection, visit our webshop using the link below, or continue browsing our marketing mix pages for additional insights and solutions.
© 2025 MARKETING DECISION SOLUTIONS. All Rights Reserved.
