Yo! Great question. I built an ICM for my dad's fantasy book, so here's how I split it for him. 01_Build is the book, all the way to published. His moves are tell the story, the story bible, the outline, write the book, then get it published. The book is the offer, so every step that makes the book lives in Build. 02_Market is everything that sells the book. His headline, the bullets of what the reader gets, the sales letter, the book's page, a free story readers trade an email for, the emails new readers get, the blog posts that bring readers from Google & the launch plan day by day. So yes, the website, the landing page & the webinar go in Market with the campaigns. You build them, but their job is marketing the book. 03_Close is where a reader becomes a buyer. The buy button, the pitch at the end of your webinar & the follow up with the people who didn't buy yet. Easy way to sort anything... If its job is to BE the book, it goes in Build. If its job is to get eyes on the book, it goes in Market. If its job is to turn those eyes into a sale, it goes in Close.