Abstract: Marketing strategy lifecycle management techniques are described. In one or more implementations, a marketing strategy is created and managed using a plurality of entities as part of a lifecycle management system. The system may include a hierarchical structure that describes a relationship of portions of the strategy to each other, such as brand, portfolio, marketing campaign, marketing channel, and marketing activity. In this way, users may view and implement different portions of the strategy through interaction at different levels within the hierarchical structure. Further, access to and implementation of metadata as part of these entities may be managed through use of states and transitions between the states and thus may control which metadata is available to users and business logic that interact with the system.