Common Purpose


Common purpose means that all or most marketing personnel and suppliers are focused on improving against the common financial metric.[1] This single financially relevant metric (e.g., incremental CLTV) is used by all when seeking funding. For example, if digital specialists seek funds based upon web traffic and, separately, experiential specialists seek funds based upon event attendance, this suggests a marketing team that is not well governed.[2]

See also


  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.

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