Thresholds

Definition

Thresholds are defined limits or parameters related to a level of return (e.g., an MROI above 1.0 to 1.5 ).

In a well-governed environment, funding will only be provided to marketers who can project that their investments will operate within these defined parameters over some reasonable amount of time (e.g., within one to two quarters).

If more than half of the marketing funds flow to tactics with no clear connection to the key metric, this would suggest a marketing team that is not well governed.[1]

See also

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

 

References

1. ^ O’Keefe, J. Continuous Improvement in Return (CIR). MASB Summit, August 2015.