CIR Planning Process

Definition

CIR stands for Continuous Improvement in Return. The CIR planning process is a method of planning for marketing funding, based upon the principles of CIR, most notably: teams compete for funding for their respective brands and vehicles based upon proven (or at least plausible) ability to help hit overall financial metrics.[1]

See also

• Better practice
• Central funding
• Continuous improvement
• Continuous improvement orientation
• Cross-functional team
• Cross-functional team with CIR orientation
• Common financial metric
• Common purpose
• Common rewards
• Continuous learning
• Central funding
• Ever-rising thresholds
• Forecasting models
• Governance
• Integrated databases
• Knowledge
• Measurement development
• Research-on-Research/Analytics
• Roadmap
• Thresholds

 

References

1. ^ Willard, John. Continuous Improvement in Return (CIR): Project Review & Status. MASB Summer Summit, August 2016, Atlanta.