Central Funding

Definition

Central funding refers to the practice of funding all marketing investments from a single source, which releases funding based primarily upon the likelihood of success against the common financial metric.[1]For example, if digital, experiential, regional, and/or retail marketers each receive funding from different sources, this would suggest a marketing team that is not well governed.[2]

See also

• CIR planning process
• Continuous improvement
• Continuous improvement orientation
• Cross-functional team
• Cross-functional team with CIR orientation
• Common purpose
• Common rewards
• 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.
2. ^ O’Keefe, J. Continuous Improvement in Return (CIR). MASB Summit, August 2015.