The Importance of Having a Common Goal

The most prevalent method at the moment is each team gets their own objectives and their own budgets. So for me, every marketing department's goal should be growing your number of customers and your revenue. And then once you tell that as that macro goal, you're going to have to go and divide it down and go, how does that that apply to what we then do within each channel? This is where the skill of a really, really good cross-media planner comes into its own and supported by an expert measurement analyst. I think CMOS have been really hamstrung because they haven't got numbers of the board trusts they can go to due to all these challenges around attribution.