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Discovering Marketing's True Role in Driving Profitable Growth
The document discusses the role of marketing in driving profitable growth for businesses, highlighting the importance of effective customer programs. It compares the performance of two companies, Starbucks and HCL, showcasing the impact of decision-maker engagement on revenue and customer retention. The B2B executive playbook outlines steps for aligning organizational efforts to achieve sustainable growth.
Discovering Marketing's True Role in Driving Profitable Growth
- 1. Discovering Marketing’s TrueRole g g in Driving Profitable Growth Kathryn Kendall Sean Geehan Vice President Founder Crown Partners Geehan Group
- 2. Sustainable Predictable Profitable Growth!! © 2010 Geehan Group. All Rights Reserved Page 2
- 3. © 2010 GeehanGroup. All Rights Reserved Page 3
- 4. About Crown Partners Crown Partners is an international management consulting firm serving Global 2000 and mid- mid- market companies with sales, marketing and IT automation services. t ti i Headquartered in Dayton, q y , with offices globally. globally. © 2010 Geehan Group. All Rights Reserved Page 4
- 5. Tale of 2Companies Com Starbucks HCL $10 Billion Revenue $2 Billion Revenue 70 Million Customers 367 Customers 70% - 12 Million Customers 70% - 38 Customers The Fate of B2B Companies Rests in the hands of R t i th h d f Just a Few People. People. p © 2010 Geehan Group. All Rights Reserved Page 6
- 6. B2B Executive Playbook Step 1 Step 2 Step 3 Step 4 Engage Decision Organizational Executive Leverage Makers Planning Sponsor Customers Market Alignment Internal Alignment Innovation Profitable Growth © 2010 Geehan Group. All Rights Reserved Page 8
- 7. ROI on DecisionMaker Customer Programs Results are Measureable l bl Little or No With Decision Maker Decision Maker Retention 72% 90% Account Growth 4% 12% Referencable 28% 94% “Our executive customer programs have proven to be the most effective way to positively impact top and bottom line results.” Jeff Garrity CFO, CFO Services © 2010 Geehan Group. All Rights Reserved Page 13
- 8. Kathryn Kendall Crown Partners Sean Geehan Geehan Group © 2010 Geehan Group. All Rights Reserved Page 16