ng products and services. 9.4.2 SIP Horizontal Process Groupings Corresponding to the operations functional process groupings, the strategy infra- structure and product domain also has four functional process groupings (see Figure 9.6). These support the SIP processes described above and the management of operations to support marketing and the offer, service, resource and supply chain interactions. In the SIP process area of the eTOM framework, there are four SIP functional process groupings that support the SIP management processes (Figure 9.6). The marketing and offer management process grouping focuses on the know- ledge of running and developing the core business of an information and commu- nications service provider. This process grouping includes functionalities necessary for defining strategies, developing new products, managing existing products and implementing marketing and offering strategies that are especially suitable for information and communications products and services. Marketing and offer management are well-known business processes, especially in more technology-oriented companies, where the rate of innovation and brand recognition determine success. Although most companies deploy all these func- tions, depending on the size of the company they are combined in different ways. Marketing and offer management are enabling processes, but are also the key Customer Strategy & Commit, Infrastructure and Product Lifecycle Management Marketing & Offer Management Service Development & Management Resource Development & Management (Application, Computing and Network) Supply Chain Development & Management Figure 9.6 eTOM SIP functional process groupings. 9 Telemanagement Forum: eTOM processes accountable for commitment to the enterprise for revenue, overall prod- uct performance and profit and loss. Marketing and offer management deal with product, markets and channels. They also manage market and product strategies such as pricing, sales, channels, new product development and retirement and mar- keting