Sales and Marketing Optimization

Fact #1
The typical business invests between 2% and 20% of revenue on sales and marketing to attract and retain customers.

Fact #2
Research has found that many businesses fail to contact 40% to 60% of leads in a timely and proper manner.

opportunity
Improving sales and marketing performance drives incremental sales, revenue and profits.

solution
Sales and Marketing Optimization™

What is Sales and Marketing Optimization™?
A simple process that identifies practical ways to immediately improve customer acquisition and retention performance
Focused on
Lead Generation
Conversion
Nurturing
Retention
Referrals

Results focused on…
Higher quality leads
Increased conversion rates
Increased retention rates
Increased referrals
Lower cost per new customer
Higher lifetime value

The process
Focusing available resources. Improving acquisition and retention performance. Driving incremental sales, revenues and profits.

Phase I: The Audit
Working with your key leaders in functional areas such as marketing, sales, and service, we study your current processes, activities, performance levels

Focus on opportunities to improve
Target Market Overview:
Validation of your target audience(s) definitions, their motivation for purchasing your product, perspective on competition, etc.
Messaging and Offer:
Understanding which messages and offers are developed and delivered to the target audience(s) as well as gain insight into recent and/or planned messages and offers tests.
Communication Strategy:
Reviewing all communications from initial contact and beyond in order to verify that the messaging and offers are consistently delivered.
Lead Management and Conversion:
Analysis and evaluation of how your organization generates, manages, nurtures and converts leads in order to achieve new customer goals.
Campaign Performance:
Focus is placed on the performance of communication channels, media, lists, as well as the contact strategy (frequency).
Retention:
Evaluation of all activities addressing new and returning customers that impact the retention of customers. Examples of topics include new customer orientation/on-boarding, early warning processes to identify at-risk customers, win-back activities aimed at former customers, customer satisfaction data, exit interviews etc.
Field Sales:
Evaluation of field sales unit roles, responsibilities, objectives, staffing (number, location, and accounts), experience levels and time with the company; training, relationship with internal sales and performance.

Phase I: The Audit
We also talk with your current customers and prospects in order to gain their perspective concerning your efforts to win and retain their business

Phase I: The Audit
Finally, we also study your competition in order to understand their strengths – and weaknesses

Phase II: Analysis & Evaluation
We analyze the data, evaluate options and put together a very specific action plan for your organization that is focused on leveraging existing resources

Phase III: The Action Plan
We present specific recommendations with projected results so you can determine how to proceed
The recommendations are simple, straight-forward and based on your institution’s goals, objectives, culture and resources

For example…
Opportunity
More than 50% of incoming leads will not make a purchasing decision for 90 days to 2 years from the point of initial contact
Company A has no process in place to manage the relationship with these buyers in order to earn their business in the future
Recommendation
Develop a lead nurturing program that maintains relationship with prospective customers
Low cost contact via email, direct mail with some outbound telemarketing
Focus on reinforcing your value and re-evaluating their likelihood to buy
Projected Impact:
#% increase in conversion rate generating # new customers and $ in revenue

Phase IV: Implementation
We work with your staff on implementing the recommendations in order to ensure your success
An added bonus is that we educate and train your staff as part of the process so they can lead future activities

results

What this work has delivered
Increased conversion rates by more than 15%, generated more than $2 million in incremental sales
Reduced marketing expenses by more than $300,000 by eliminating under-performing activities
Exceed new product sales goals by more than 50%, generating more than $3 million in incremental sales

Let’s get started now!
Contact Pat McGraw at 410-977-7355 or pat@mcgrawmarketing.com to discuss specifics