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Two keys to growing a CRM practice
Two keys to growing a CRM practice
Two keys to growing a CRM practice
Two keys to growing a CRM practice
Two keys to growing a CRM practice
Two keys to growing a CRM practice
Two keys to growing a CRM practice
Two keys to growing a CRM practice
Two keys to growing a CRM practice
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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 <ul><ul><li>Growth through </li></ul></ul><ul><ul><li>Productization & </li></ul></ul><ul><ul><li>Vertical Focus </li></ul></ul><ul><ul><li>Prepared For: </li></ul></ul><ul><ul><li>By: Marcus R. Tewksbury </li></ul></ul><ul><ul><li>August 23rd, 2008 </li></ul></ul>
  • 2. Avenues for growth… ©themarketingmojo <ul><ul><li>Productization of service offerings </li></ul></ul><ul><ul><li>Vertical refinement and extension </li></ul></ul>Productization & Vertical Focus
  • 3. Productization… ©themarketingmojo Customer Analytics Strategic Planning Campaign Design Multi-Channel Execution Creative Incremental Brand Enhancement Continuous Improvement <ul><li>Align offerings in ways that directly relate to marketers life, </li></ul><ul><li>clearly tie each offering to specific benefits, </li></ul><ul><li>and define value in the linkages. </li></ul>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 <ul><ul><li>Retail </li></ul></ul><ul><ul><ul><li>Deep, wide DR penetration </li></ul></ul></ul><ul><ul><ul><li>Rich, multichannel data </li></ul></ul></ul><ul><ul><ul><li>Large, under performing above the line budgets </li></ul></ul></ul><ul><ul><li>eCommerce </li></ul></ul><ul><ul><ul><li>Similar pain set to Retail </li></ul></ul></ul><ul><ul><ul><li>More behavioral data </li></ul></ul></ul><ul><ul><ul><li>Not committed to traditional, willing to go dark </li></ul></ul></ul><ul><ul><li>CPG </li></ul></ul><ul><ul><ul><li>Same target audience </li></ul></ul></ul><ul><ul><ul><li>Pressured to change </li></ul></ul></ul><ul><ul><ul><li>Brand focused and data issues </li></ul></ul></ul>
  • 6. Closing the loop ©themarketingmojo <ul><ul><li>Strong Bones </li></ul></ul><ul><ul><ul><li>CCG has all the capabilities, and a delivery history, needed to be a world-class CRM player </li></ul></ul></ul><ul><ul><li>Customer Centric Products </li></ul></ul><ul><ul><ul><li>Recast messaging in language and processes of marketers </li></ul></ul></ul><ul><ul><ul><li>Opportunity to push integrated roadmap that tightly intertwines all capabilities </li></ul></ul></ul><ul><ul><li>Vertical Focus </li></ul></ul><ul><ul><ul><li>Need to sharpen IP focus </li></ul></ul></ul><ul><ul><ul><li>Further specialize messaging to needs of retail, e-commerce, and possibly CPG verticals </li></ul></ul></ul>Productization & Vertical Focus
  • 7. ©themarketingmojo <ul><ul><li>Thank You </li></ul></ul><ul><ul><li>Marcus R. Tewksbury </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>312.404.4835 </li></ul></ul>
  • 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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