Monetization Playbook #22—Monetization is a functional discipline

Monetization as a discipline.

We position this in the knowledge that monetization is not yet a function in most organizations.

However, we believe functions will interact in terms of core objective outcome as shown below:

- the product function optimizes the quality and quantum of products/services

- the marketing and sales function optimizes the quantum and flow of customers

- the monetization function optimizes the quantum and flow of ave profit per unit or customer (ARPU/ARPC)

- the finance function optimizes the quantum and flow of capital - earnings, liquidity, and investment

- the customer operations function optimizes the quantum and flow of customer satisfaction.

We believe monetization is a function hiding in plain sight.