The purpose of this paper is to outline a framework, whereby academic and small to
medium sized enterprise owner-managers can interact and learn more from each other in an
environment of mutual collaboration. This paper outlines a methodology, which identifies
a set of critical performance measures, common to SMEs, and thus allows the marketing
function to be put in context within the overall organisational priorities. Decision-making
scenarios, it can be argued are the only practical means by which one can influence or
achieve a performance measure target. The outlined methodology also identifies the
decision scenarios, which are significant to each of these critical performance measures and
their relative impact on marketing performance measures.