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are defined limits or parameters related to a level of
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
, this would suggest a marketing team that is
CIR planning process
Continuous improvement orientation
Cross-functional team with CIR orientation
Common financial metric
Continuous Improvement in Return (CIR).
MASB Summit, August 2015.
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