In Pega Marketing, issues are different areas of focus for your business. An issue is the purpose behind the actions you offer to your customers. For example, actions with the purpose of retaining existing customers belong to the issue of Retention. Actions with the purpose of acquiring new customers belong to the issue of Acquisition.

Groups organize actions into logical buckets. For example, as part of the issue of Acquisition, you can create groups for products like Credit Cards, Mortgages, or Personal Loans.

Together, issues and groups form the organizing structure for your customer interactions. Each action you prepare for your customers is associated with an issue and a group. Because of that, you must always define the hierarchy before creating actions.