communication integrated to the business

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pr with service level agreement, specific metrics and success fee

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communication integrated to the business

  1. 1. Communication integrated to the business vision #@&!!] [a
  2. 2. In the corporate world there are different profiles of communication agencies... 2
  3. 3. ... some of them are the “order taken” kind of company which just waits results... for the 3
  4. 4. ... others are able to extract the best of their customers and also able to listen, to reflect, to plan, to guide and to share the risks based on better results... 4
  5. 5. second ...here, let´s only deal with the kind of company... me! ...follow 5
  6. 6. Technicians Marketing C - Level Sales Force The client groups example... 6
  7. 7. Technicians Marketing C - Level Sales Force valuable information Each group has a business such as experienced about the opinions and perceptions about communication. 7
  8. 8. Technicians Marketing C - Level Sales Force How can you extract the best of each group? 8
  9. 9.  Workshops:  The business  Services  Target Pains  Competitive factors  Competitors  Perceptions  Expectations 9
  10. 10. difference... It makes the Methodology   Business Knowledge  Experienced professionals  Proven success cases ... to produce a good planning ! 10
  11. 11. It makes the difference... To know the maturity degree of the offers Decadent Mature CYCLE Green 11
  12. 12. • Searching for innovating offers and new language So ... you can • Focus on customer commitment • Cross/up selling in the base define languages • Searching for “insights” and strategies • Direct language • Focus on differentials • Competitors: Ready-to-Go • Basic language • Focus on concepts • Target: Visionaries Co. Decadent Mature CYCLE Green 12
  13. 13.  Recommendation:  Essence marketing analysis (mass, buzz, 1to1, endomktg,...)  Communication strategies  With focus on sales support  Timeline plan  Implementation plan 13
  14. 14.  “To do” development:  Build an efficient team work timeline sheet  Detail priorities  Establish process  Create metrics  Define 14
  15. 15. Metrics:   Align to the business plan  Watch out! Promises Vs Deliverables  Double-check the priorities established before  Measure the business impact 15
  16. 16.  SLA (Service Level Agreement) How does it work? A quartely result evaluation is developed based on the metrics below (beyond inches). 16
  17. 17.  SLA (Service Level Agreement) How does it work ? The results are also shown graphically. 17
  18. 18.  Evaluation and fine tuning: good ?  What was  What should be improved ?  Next steps 18
  19. 19.  Share the risks: Success Fee  12 month company and customer partnership 19
  20. 20. you! Thank Mário Soma mario.soma@gruporma.com.br http://msoma.wordpress.com 20

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