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Two keys to growing a CRM practice

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In promoting CRM as a new service offering it is critical to clearly define the product offering (productize) and to focus on the particular needs of a tightly defined target market (verticalization).

In promoting CRM as a new service offering it is critical to clearly define the product offering (productize) and to focus on the particular needs of a tightly defined target market (verticalization).

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  • 1. ©themarketingmojo
      • Growth through
      • Productization &
      • Vertical Focus
      • Prepared For:
      • By: Marcus R. Tewksbury
      • August 23rd, 2008
  • 2. Avenues for growth… ©themarketingmojo
      • Productization of service offerings
      • Vertical refinement and extension
    Productization & Vertical Focus
  • 3. Productization… ©themarketingmojo Customer Analytics Strategic Planning Campaign Design Multi-Channel Execution Creative Incremental Brand Enhancement Continuous Improvement
    • Align offerings in ways that directly relate to marketers life,
    • clearly tie each offering to specific benefits,
    • and define value in the linkages.
    Measurable Contribution $ Productization & Vertical Focus CRM Framework
  • 4. Vertical refinement … Productization & Vertical Focus ©themarketingmojo Make it a must read Reinforce current offerings Relate direct actionabilty Hunt with a Harpoon not a Net
  • 5. Vertical extension … ©themarketingmojo Productization & Vertical Focus
      • Retail
        • Deep, wide DR penetration
        • Rich, multichannel data
        • Large, under performing above the line budgets
      • eCommerce
        • Similar pain set to Retail
        • More behavioral data
        • Not committed to traditional, willing to go dark
      • CPG
        • Same target audience
        • Pressured to change
        • Brand focused and data issues
  • 6. Closing the loop ©themarketingmojo
      • Strong Bones
        • CCG has all the capabilities, and a delivery history, needed to be a world-class CRM player
      • Customer Centric Products
        • Recast messaging in language and processes of marketers
        • Opportunity to push integrated roadmap that tightly intertwines all capabilities
      • Vertical Focus
        • Need to sharpen IP focus
        • Further specialize messaging to needs of retail, e-commerce, and possibly CPG verticals
    Productization & Vertical Focus
  • 7. ©themarketingmojo
      • Thank You
      • Marcus R. Tewksbury
      • [email_address]
      • 312.404.4835
  • 8. Marketing Interaction Map ©themarketingmojo Brand Direct Addressed Broadcast Engaged Pitch Catch Buzz Sentiment TV Radio Print Web Email Mobile Search Customer Relationship Marketing Scorecard Response
  • 9. Customer Lifecycle ©themarketingmojo Discovery Competition Defection Leads Prospects Education Evaluation Purchase Acquisition Retention Service Customers

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