© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved Presented by: Crafting a Marketing Plan How Marketing & Finance Can Team Up for Greater

© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved

Presented by:

Crafting a Marketing PlanHow Marketing & Finance Can Team Up for Greater

Results

Laura Patterson, VisionEdge MarketingWendy Gustafson, Full Sail Partners


Agenda

1. Resources

2. WebEx Instructions

3. Presentation on Crafting a Marketing Plan | How Marketing & Finance Can Team Up for Greater Results

4. Questions

5. Resources

CRM

Agenda


Other resources from Full Sail Partners:

Webinar

• 11.20.2013 - What’s New in Vision 7.1 & 7.2: http://bit.ly/1hmauoD

• Archived: Growing Smarter! Core Growth Strategies for PS Firms:http://bit.ly/16JePLy

Articles

• Difference Between Project Backlog & Forecasting: http://bit.ly/1atDWze

• Why Cash Flow Planning is Essential for Growth: http://bit.ly/1hmbfhe

• Professional Services Marketing – A Changing Landscape: http://bit.ly/1hPCe2G

http://bit.ly/1hmauoD

http://bit.ly/1hmauoD

http://bit.ly/16JePLy

http://bit.ly/1atDWze

http://bit.ly/1atDWze

http://bit.ly/1hmbfhe

http://bit.ly/1hmbfhe

http://bit.ly/1hPCe2G


WebEx Instructions

1. Raise Hand (be sure to click again to remove raised hand or

feedback information)

2. Feedback Tool (use for yes/no questions or to provide the

speaker feedback.

3. Mute (mute yourself when you need to talk to someone in your

office or put the line on hold)

4. Q&A (Type in the Q&A dialogue box [Not Chat] to ask a question. Be sure to choose All Panelist)

1 2 3

4

Sarah Gonnella (Host)

Your Name


Presented by:

Crafting a Marketing PlanHow Marketing & Finance Can Team Up for Greater

Results

Laura Patterson, VisionEdge MarketingWendy Gustafson, Full Sail Partners


What is a budget?

A budget is a documented expectation of your revenue, expenses and profit for a given timeframe.

Crafting A Marketing Plan

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=G5P0ubg9ZjQwIM&tbnid=MB-Y5SVywA9MhM:&ved=0CAUQjRw&url=http://blog.flashpointhr.com/talent-management-2/part-5-building-a-corporate-university-how-do-i-pay-for-a-corporate-university-step-1/&ei=DrZ7UuLVN5PQkQels4GIBg&bvm=bv.56146854,d.eW0&psig=AFQjCNG1nRPun6x94iSTWKzVRaaxmAVZUQ&ust=1383925602420706


What ELSE is a budget Documentation of your goals:

New Services

New Geographic Areas

Growth – Existing and New

# New Clients

# Referencaeble Clients

Documentation of your assumptions: Employee Utilization

Lead Generation

Hit Ratios

Pay Rates/Bill Rates

Ensure your goals are measurable and reportable

Crafting A Marketing Plan:


Establish your Growth Goals: Target New Clients Increase # of New Clients by 5%

Webinar Event Sponsorship Organization Participation


http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Bw0jIVwVcbAIiM&tbnid=J1nmzfxUjqSyZM:&ved=0CAUQjRw&url=http://valuesdrivenresults.com/&ei=mrV7Uu6ZFMy0kQfbnYDwDg&bvm=bv.56146854,d.eW0&psig=AFQjCNHI2oAPWK2juJi2e3VL9_d5fL1ktA&ust=1383925526343360


Understand Growth Goal Costs Webinar

5 webinars with 3 hours needed average pay rate $45 - $675

Event Sponsorship $12,000 Sponsorship – Banner, Booth,

Registration

6 people attending for 4 hours average pay rate $50 - $1,200

Organization Participation Registration $500

1 person at $50/hour 2 hours month $1,200


Total Cost $15,675

Who will do the work

What is lost revenue


Understand Benefits (ROI – Return on Investment) Growing client base by 5%

Currently 150 clients so adding 8 clients Targeting clients with expected average revenue to be 75,000

per year Current hit ratio is 34% so need 24 proposals Conversion ratio is 25% 96 Leads


Expected Revenue Growth

$600,000

3,500 additional staff billable hours or a 3% increase in

utilization


Tracking Results Set up tracking mechanism

when setting goals Know your current metric

Specifically define goal

Set reporting frequency (daily [whew!], quarterly, monthly, annual) with benchmarks (i.e. 1 new client by March, 4 new clients by June, etc.)

Automate with your ERP is possible but ensure you have mechanism – even excel works


http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=WntpTuKQJDP0lM&tbnid=Ra5x2iMfbRV7fM:&ved=0CAUQjRw&url=http://www.aliexpress.com/item/Thomas-Wooden-TRAIN-Train-tracks-wooden-toy-kid-kids-toy-car-toy-wooden-train-wooden-toys/647846307.html&ei=0rh7UpGhAYvnkAexgoGgAg&bvm=bv.56146854,d.eW0&psig=AFQjCNGqAJuea0jArMPDCiNaR3DP3Zd3MA&ust=1383926262180530


Example in Excel

Report your results:

Over (Under) Goals# Budget # Budget # Budget

GRAND TOTAL 5 423,000 5 375,000 0 48,000.00 Q1 Client Adds 2 178,000 1 75,000 1 103,000.00

Corona ConstructionProject1 150,000

Sam Adams and SonsProject 1 25,000

Project 2 3,000

Q2 Client Adds 3 245,000 4 300,000 -1 (55,000.00) Petron Brothers

Project 1 30,000 Smirnoff Intl

Project 1 200,000 Makers

Project 1 15,000

Actual Goals/Assumption

Labor intensive

Easily forgotten

Hard to report to executives

ERRORS!


Use Your ERP for Results… Info is already there

Marketing Goals



Employee Goals



Financial Goals



Budgeting in Excel



Budget Import


Delete header row before import


Budget Import


Questions?


Connect with Full Sail Partners:

LinkedIn: http://www.linkedin.com/company/full-sail-partners

Twitter: http://twitter.com/#!/reachfullsail

YouTube: http://www.youtube.com/user/reachfullsail

Connect with us today!

http://www.linkedin.com/company/full-sail-partners

http://www.linkedin.com/company/full-sail-partners

http://twitter.com/

http://twitter.com/

http://www.youtube.com/user/reachfullsail

http://www.youtube.com/user/reachfullsail


Thank you for attending!

For more information contact:

Sarah GonnellaVP of Marketing

888.552.5535 [email protected]

Hearing what you have to say, whether criticism or praise, helps us provide you better information and service.

Please fill out the survey and provide your feedback.

www.fullsailpartners.com

mailto:[email protected]

http://www.fullsailpartners.com/

Documents

© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved Presented by: Crafting a Marketing Plan How Marketing & Finance Can Team Up for Greater