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Breaking Down the Silos
 

Breaking Down the Silos

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  • Yes. I quoted myself. You may all deduct 5 klout points. . Let’s concentrate on creating those meaningful, interactive experiences using ALL of the tools we have at our disposal, including social.
  • SalesRevenue growthconversion
  • SalesRevenue growthconversion
  • We do this by focusing on the customer and the experience the customer has WITH us.
  • Functional lines of business within organizations MUST begin to work together more closelyOwnership lines will become more blurry as we move from functional roles, to a more customer centered operating modelGet comfortable with sharing ownership, but be prepared for shifting employee expectations as well.Social doesn’t only impact the consumer – but also the employee base. Engagement is happening internally and externally.
  • Productivity and collaboration are greatly increased.
  • Relationships are the core of success when building out new initiatives.
  • Take ownership, but give away work streams. Built in accountability to ensure follow through. Share funding. Lowers risk for those you’re onboarding, while allowing them to share in the gloryJump in the deep end of the pool WITH them, FOR them
  • Gets everyone on the same pageHelps prevent randomization and ensures all energy is expended moving the organization in the right direction
  • Take ownership, but give away work streams. Built in accountability to ensure follow through. Share funding.
  • A one pager with a documentated, agreed upon and signed-off on plan on a page – to which you can build out implementation roadmaps against and record ownership/.
  • You can’t control how people use social/digital technologies. They will go rogue. Embrace that and build a resource center for org’s to take advantage of helping to ensure when they do go rogue, they do it the right way. Make it easy. Make it flexible. Give them different levels of support based on their willingness and openness to invest. Be prepared with models ranging from do-it-yourself, to full-service. Let them choose from across a spectrum of offerings.
  • If you can make your company walls feel more permeable connecting your employees to one another, your customers to one another and even your employees to your customers, you’ve created a vibrant and energetic communityBring the customer voice into your organization. Facilitate conversations internally.
  • Overview
  • About Me
  • OverviewLack of cohesivenessConnectingyour silosNet Promoter ScoreAdjusting servicemessagingUnderstanding personasGenerating great marketing material
  • What are the PPC silos and what is the goal of each? We first have marketing which creates collateral to attract leads. We then have sales who speaks to prospects. We then have our third silo of the PPC Specialist who works with the client.We were finding at Exclusive that though these silos were communicating with each other, it wasn’t enough. Leads saw messaging in collateral that didn’t jive with what sales was saying. Or prospects were given unrealistic expectations that ultimately the specialist couldn’t deliver on.
  • As you can imagine, when these entities don’t connect there can be chaos.
  • For just a brief rundown of our target market:At Exclusive Concepts, our target market is ecomm retailers. We pride ourselves on growing revenue for these ecomm stores. Our model is “attract, convert and retain.” In an effort to better service our clients within PPC, we began an initiative to really understand our clients.
  • Before any work was conducted, a core principle was put into place – “Connect your silos organically.” What does this mean? In our case, it meant that marketing, sales and PPC specialists all needed to work together every step of the way to create a consistent and integrated workflow.
  • Our first action was to find the Net Promote Score (or NPS*) across all of our services. We asked the core question, “How likely is it that you would recommend Exclusive Concepts to a friend or colleague?” The NPS divides customers into three categories: Promoters, Passives and Detractors. The notion is that clients who give you a score of 9 or 10, Passives, are very satisfied with your service and would recommend you to others. Those who give you a score of 7 or 8 are happy with the service, but would be open to competitive offerings. Finally, the Detractors (who give you a score of 0-6), are unhappy and their needs aren’t being met. We asked our clients this question while also asking additional open ended questions, such as:Why do you value our PPC program?What would you like to see more of?How would you categorize our communication?*http://www.netpromoter.com/why-net-promoter/know/
  • The results were very informative. Of all of our services, PPC and Email Marketing had the highest NPSs. In fact, the NPS for PPC was 100%! The three factors that clients valued the most were:Communication – result of prompt and thoughtful responses and being preparedExecution – result of knowledge share and strategy and saving timePerformance – result of focus on revenueTo sum up - Clients were very cognizant with the communication they received while also being extremely happy about our execution and quality of work.
  • Our key findings from the NPS were:We better understood how clients saw our services vs. our perceptionsThe number one value clients like most about our services is that it “saves me time”Clients in the Northeast, Midwest and West gave us the highest NPSClients in the South gave us the lowest NPSKeep in mind that these findings were just for us. Your company might see different results.
  • So how did we use these findings to produce action items? We first created a new brand promise:“Exclusive Concepts is the leader in do-it-for-you e-commerce marketing services. If you want to work with e-commerce marketing specialists you can trust to grow your profits and save you time, Exclusive Concepts is the team for you.”
  • Specifically for the PPC team, we created the following 3 point message map:Continuous performance optimization starting with day one Profit BoosterA program designed to be hassle-free, saving your precious timeA team of certified PPC specialists that will own the growth of your program.
  • Within each of these points we list three additional details for each. For example, in the “Save Time” Daily cost and performance monitoringNew monthly initiatives to drive up customer responseOn-going adoption of new PPC features, betas and rolloutsThis 3 point message map is listed in our PPC brochure.
  • You should also be creating PPC Client Personas! How do you go about creating personas? First, look back at your clients from the past year (both existing and ones that have left). If you have time tracking in place, see how much time you spent with each client and what your revenue was. Bundle these clients into 3 sectors:Clients who have seen great performanceClients who have seen OK performanceClients who have seen poor performanceOnce you’ve created these sectors, add an additional column for “relationship.” Was/is the relationship good, OK or poor? You now have 9 possible combinations of client types.
  • Once you’ve setup these 9 combinations, start writing down the reasons for these specific combos. For example, Client A sees great performance and we have a good relationship because we:Communicate weeklyConsistently present new ideasSet realistic expectationsOr, Client B sees poor performance and we have a poor relationship because of:Unrealistic expectations (results based upon budget)Neediness (too much communication is occurring)Unwillingness to listen to recommendationsAs you write down your reasons, see what themes continue to pop up with each combination.
  • Once you’ve gone through this exercise, you should have a pretty good idea of what factors lead to positive performance and experiences and which ones do not. Use your findings to create client personas. For example, Emily Entrepreneur is an ideal fit because:She is in our target market of ecomm retailersShe doesn’t have the time to focus on PPCShe has realistic expectations
  • I would also say don’t be afraid to scare people away. In other words, put what your minimum budget is in your collateral. Tell customers the platforms you don’t work with. I compare this strategy to PLAs. Since PLAs include the price and image you qualify the shopper right away. If he doesn’t want to pay $50 he won’t click your ad. Use the same strategy with your collateral and your sales team. Let your marketing and sales prequalify visitors before even talking to a human. In the end, it will save everyone’s time.
  • Case studies should give clients a good idea of what types of clients you work with. Are you going after ecomm, B2B, B2C, etc? Within all of our case studies (right away), we share the client’s:IndustryPlatformAnnual revenueMy previous boss used to call brochures and case studies “pitch pieces.” In other words, these are the documents that make it to the decision maker’s desk, but aren’t necessarily read through all the way. Just like a resume, make sure to include your key points at the beginning!
  • With these personas, your sales team can ask questions/better speak to our process in order to determine if potential clients will be fits or not. Questions can include:Do you have a sense of your product margins?What is your average order value?Why might your customers choose your competitors over you?How adept will you be to our recommendations?If possible, a PPC specialist should attend sales calls to ask some more technical questions and get a better sense of the potential client.
  • Whenever you run webinars or put out blog posts, make sure you are consistently reinforcing your message. For example, we’re consistently running Google Shopping webinars. We explain how PLAs work and what the benefits are, but educate clients about how our service (going back to three point strategy):Drives performanceSaves timeA team you can trust
  • Conclusion
  • Contact Info

Breaking Down the Silos Breaking Down the Silos Presentation Transcript