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
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-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