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SEANs: Opinionated Software Unifying Marketing and Finance

Another way to think of SEANs is software with a point of view If you think about Ads Manager, as a traditional software, Ads Manager is agnostic to your strategy. You can go in there, click whatever buttons you want, and it doesn't think you have a good or bad strategy. It provides no point of view. It allows you to just deploy the money in whatever way you want. And intentionally distances itself from the result. That part is on you. This is the role of software. It’s a tool. Swing the hammer as you will. Alternatively CTC (a SEAN) has an opinion. A strong opinion about a specific methodology, and how you get to where you should go as a business using the tools. In particular, that opinion centers around unifying marketing and finance towards a cohesive set of goals that you can track and measure against every single day to increase your odds of getting where you intend to go. And if we fail to deliver it you fire us. In this way we serve the reality that all of the value accrues to the person willing to be most accountable for delivering the desired result.