2. The Challenges…
Declining Response Rates
Diminishing Quality of Leads
Limited Historical Learning
Unprofitable Marketing Investments
2
3. The Opportunities…
Institute a Scientific Discipline
Deploy Innovative Solutions
Integrate Sales & Marketing Channels
Reduce Costs & Increase Profits
3
4. The Plan …
o Deployed profit projector to enable
Scientific Discipline sophisticated real time reporting and
post campaign analysis
o Introduced new offer constructs,
Innovative Solutions contact strategies and communication
formats
Integrate Sales o Engaged more than 400 sales reps to
& Marketing Channels build a field enablement tool
o Leveraged dynamic testing constructs
Reduce Costs &
Increase Profits to identify the most efficient tactics
4
5. The End Game …
Investments
Instinct Qualitative Quantitative Limited Ongoing Empirical
Driven & Experience & History In-Market Testing Results
Testing
Start Year Year
Point 1 2
Untracked Tracked in Tracked in Front-End Cost/Sale Lifetime
Totality Campaign Tracking Tracking Value
Contribution
Analysis
5
6. The Results …
Marketing Intelligence Improved
o True impact of DM campaigns was quantified
o Underperforming segments were identified
o Effective tactics isolated isolated
o Sales Conversion timeframes were verified
6
7. The Key Findings …
o Marketing campaigns are generating untracked revenue
o Call/mail/Call generated positive incremental results for
customers, but were inefficient for non-customers
o Many high opportunity businesses are being excluded from
DM programs
o Over the last 18 months the best performing programs or
program segments have had compelling transactional offers
o Lead rates are 4.8 times higher when reps confirm the
decision makers through sales force verification.
o Referrals that are supplied from within an company convert to
a lead 21 times more pulled from database
7
8. The Business Impact …
o Lowered cost per sale and cost per lead by 75-90%
o Direct Marketing was profitable for the first time in five
years
8
