As an Enterprise Performance Management software solution, ProSight faced an ongoing marketing challenge of describing its mission statement in a concrete manner that was reasonably simplified on the surface but could also be elaborated upon in deep-dive discussions. I created this messaging framework diagram to analyze a draft of proposed marketing messaging and highlight some possible challenges introduced when trying to promote a new business process methodology in an established market-space. Although not definitive, this diagram highlighted how the industry and competitors could “Box” ProSight under a pre-existing industry term rather than view it as an all-encompassing enterprise-level solution.