Richard Mattson, The Partner Marketing Group

Let’s Make a Real Plan that Works!

Welcome & Introductions A Glimpse at the Possibilities Business’s mission Back to the fundamentals What makes a great relationship? Contrast—SCM vs. CCM A case that worked and one that

didn’t Phases of a relationship and

marketing’s role in each phase Building a profitable RM program

Revenue of a Technology CompanyComparing Strong vs. Weak Relationships

Source: Proprietary Company Analysis

148%

50%

56%

64%

Business’s mission is to

grow shareholder

value!

Business’s mission is to create and

serve customers!

What is business’s mission?

To be successful, businesses must Create and serve customers Grow shareholder value

If a business over-emphasizes one at the expense of the other, it may see some short-lived “success spikes” in the direction of its focus, but it will not survive long term

Whazza?!

Huh?!

Effective Relationship Marketing brings out the humane side of

the business. It’s about the “R” in “RM!

What drives effective RM?Naah! Effective

Relationship Marketing relies on really nailing the

marketing basics. It’s more about the

“M” in “RM!”

Relationship Marketing is not an alternative approach to marketing; it is how effective companies in the 21st century will market. It calls for making hard, focused marketing decisions such as

rigorous customer selection and product portfolio And it calls for infusing your marketing with powerful Human

Factors A business that over-emphasizes one at the expense of the

other will face sub-optimal performance compared with competitors who balance these dimensions.#%!

0#?!

Aaaargh?!

• Economic segmentation• Profitable, unprofitable relationships• Customer defections

• Your strengths and weaknesses• What are customers buying, not buying?

• Differences among your competitors & their customers• Where are your competitors successful and not? Why?

•Gap analysis• Competitive opportunity• Unmet opportunities

• How will you adapt?• Kinds of customers• Nature of offerings

Understanding the relationship piece is critical to driving the customer value formula

This is where “Human Factor Marketing” plays Is this

going to get all touchy feely?

Not with you, bozo

brain!

What makes a great personal relationship? (Think about your best friends.)

What makes a great vendor-customer relationship?

Once you’ve done the work to refine your “customer value” strategy, you can turn to the Human Factors in marketing.

Human Factors activate your communications strategy, bringing the emotional dimension into your strategy.

Customer Value + Human Factors = The Total Entity…but it does not describe how to effectively move that “Total Entity” into the market. That is the job of your Relationship Marketing Strategy.

Human Factor Human Marketing Factor

1. Be Yourself and Be Real!

1. Ensure your company persona is real—fully formed, genuine, trustworthy, consistent, and interesting.

2. Find friends where they’re looking for friends like you

2. Prospecting? Put your company out there where prospects are looking for vendors like you.

3. Building Relationships—To have a friend, you’ve got to be a friend

3. Build business relationships, any kind of relationship!

4. If built your friendship around sports, don’t assume your friend will like opera

4. Stay relevant; pose new directions only after you’ve elicited interest

Identify some critical characteristics of an effective relationship marketing program?

It replaces start-and-stop campaigns with an ongoing engagement process.

It becomes the way you go to market. It recognizes that prospects are at varying stages of the buying

process at all times (including those “resting” customers who have no immediate need).

It hinges on trust, providing value, relevance, and synching with customer rhythms. Is he going

to get to the point?

Soon, I hope!

Relevant solution & engagement options

Relevant gifts of value

Relevant solution

& engagem

ent options

Relevant gifts of value

Timeframe—about a year

Relevant

business

insight

Relevant

business

insight

Tele check-in

Relevant

business

insight

Elicit hidden pains

Elicit hidden pains

Hold Live

Event

Deepen Solution Awareness - case study

BANT

BANT

Offer on-demand webcast based on

event

Offer on-

demand webcast based

on event

Business Insig

ht

Offer onsite assessment

Touches 1 2 3 4 5 6 7 8

Quick customer

stories

Direction

Why?

Account Value Customers look to vendor for wider range of needs; higher cross-sell, up-sell potential

Customer Acquisition Costs

• Greater customer retention = fewer customer adds required to sustain business levels• Increased satisfaction & loyalty = greater advocacy, referrals

Account Servicing Costs Fewer customers in transactional learning curve, know processes, less hand-holding

Price SensitivityLess price-shopping, less switching, more willing to reward vendor for effective relationship = brand premium

Employee acquisition/retention costs

Strong customer relationships fuel enhanced employee satisfaction

Shuddup, you idiot!!

Is he finally done?!

The Partner Marketing Group Virtual Marketing Director Program at

www.thepartnermarketinggroup.com Other Services

Marketing Resource Desk Marketing Collateral Audit Outsourced Project Management Newsletter content subscription service

(coming soon) And more.

Free Partner Channel magazine subscription: http://www.thepartnerchannel.com/register.asp

First 10 attendees from TPE that sign-up on website get a complimentary Marketing Audit Review your existing marketing materials and provide

feedback Review and evaluate up to 5 marketing pieces:

company brochures sales collateral event invitations direct mail pieces newsletters

Sign-up: http://www.thepartnermarketinggroup.com/contact.php

$750 Value!