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Amp marketing overview-v1
 

Amp marketing overview-v1

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    Amp marketing overview-v1 Amp marketing overview-v1 Presentation Transcript

    • Not Your Typical Marketing Services Firm
      J Christine Feeley, Principal ■ 570-574-6089 ■ JCFeeley@ampmarketing.com
    • What’s Different?
      Marketing with Accountability:
      A financial framework: focused on optimizing the impact of a marketing organization & marketing plan
      Strategic &Tactical Initiatives Prioritized by Greatest Revenue Impact
      Revenue acceleration
      Decreased marketing expense budgets
      More reliable revenue forecasting.
    • Our Philosophy: Time Tested
      “While 90% of the results are being produced by the first 10% of events, 90% of the costs are being increased by the remaining and result-less 90% of events."
      Peter F. DruckerHarvard CollegeManaging for Business EffectivenessMay-June, 1963
    • Today’s Marketing & Sales Challenges:
      • Do Marketing & Sales play the “blame game” when revenue falls short?
      • Does Marketing work collaboratively with Sales before implementing their marketing plans?
      • Are marketing teams empowered with enough information prior to the launch of a campaign to effect the outcome of a campaign in real time?
      • Do you know which expense dollars drive the greatest amount of revenue?
      • When expenses need to be reduced, do you have visibility to the financial & sales impact attached to a reduction?
    • 5
      Short Term Approach
      Revenue Triage
      Achieve or
      Exceed
      Financial
      Objectives
      Course Correct
      Sales Trend
      Lines
      Address Current Revenue Gaps
      “Quick Hit”
      New Revenue streams
    • 6
      Long Term Approach
      Performance Triggers
      Identify
      • Operational Efficiencies or Inefficiencies
      • Financial Metrics & Original Planning Assumptions
      • Product, Pricing, Margins, Packaging
      • Consumer Demand Drivers
      Opportunities &
      Risks
      360° Assessment
      Define
      Operational &
      Consumer Demand
      Strategies
    • 7
      What Should You Expect:
      • Strategies have longevity and serve as building blocks for the future
      • Long term plan for growth
      • Understand how the organization is going to achieve campaign objectives before going out the door
      • The most valuable tool for “saving” the effectiveness of a campaign vs. waiting to gather key learning’s upon the completion of a campaign
      • Staying on message and keeping it simple
      • Increase both Customer response and sales conversion
      • Alignment: All business units, directly or indirectly touching the Customer
      • Consistency through “one voice”
      • Reinforces a Customer’s perceived credibility to the message
      • Increase organizational momentum
      • Selling the right “solution” from the beginning of the Customer’s lifecycle and growing (stair step) those solutions as their needs evolve
      • Are we creating a product menu that encourages Customer reliance/co-dependency to the company?
      • Increase new product development impact
      • Strategically relevant, meets financial criteria
      • Grow Average Revenue per Customer (ARPC)
    • Business Impact
    • Business Impact-Case StudyActual Results
      Results for a $475MM telecom :
      Budget reductions were implemented without compromising the highest impacting revenue generating initiatives
      • Budgets were tracked in real time & consistently matched finance
      Reduced Performance Risk: Under-performing campaigns were modified in real time vs. after-the-fact
      • Campaigns response: 2% or > avg.
      • Campaign conversion: 45-50%  avg. (up from 30%)
      Campaigns always hit expense to revenue ratio( $1: $4 or >)  
      In bound Channel hold time occurrences decreased from 30% to 2-3%
      CSR confusion significantly reduced, training prioritized based on product/campaign revenue impact
      Sales and marketing teams operated with twice the efficiency.  
    • Business Impact-Case StudyActual Results
      Results for a $375M Integrated Data & Communications company:
      ALL product and service revenue goals met or exceeded sales objectives for 3 consecutive quarters
      Budgets reduced 26% without compromising revenue objectives
      Campaign ROIs generated an average of $1:$8
      Conversion rates increased by 30%
      Contract renewal rates increased by over 50%
      Operational Reporting for Marketing, Sales and Finance were consistently aligned
    • AMP Marketing has Assisted Many Companies Establish a High Performing Marketing Department.
      Ask Us How We Can Help Your Organization:
      J Christine Feeley, Principal
      570-574-6089
      JCFeeley@ampmarketing.com