FACT #1
The typical business invests between 2% and 20% of revenue on sales and marketing to attract and retain customers.
FACT #2
Research has found that many businesses fail to contact 40% to 60% of leads in a timely and proper manner.
OPPORTUNITY
Improving sales and marketing performance drives incremental sales, revenue and profits.
SOLUTIONSales and Marketing Optimization™
What is Sales and Marketing Optimization™?• A simple process that
identifies practical ways to immediately improve customer acquisition and retention performance
• Focused on– Lead Generation– Conversion– Nurturing– Retention– Referrals
Results focused on…
• Higher quality leads• Increased
conversion rates• Increased retention
rates• Increased referrals• Lower cost per new
customer• Higher lifetime
value
THE PROCESS
Focusing available resources. Improving acquisition and retention performance. Driving incremental sales, revenues and profits.
Phase I: The Audit
• Working with your key leaders in functional areas such as marketing, sales, and service, we study your current processes, activities, performance levels
Focus on opportunities to improve
• Target Market Overview: – Validation of your target audience(s)
definitions, their motivation for purchasing your product, perspective on competition, etc.
• Messaging and Offer: – Understanding which messages and
offers are developed and delivered to the target audience(s) as well as gain insight into recent and/or planned messages and offers tests.
• Communication Strategy: – Reviewing all communications from
initial contact and beyond in order to verify that the messaging and offers are consistently delivered.
• Lead Management and Conversion: – Analysis and evaluation of how your
organization generates, manages, nurtures and converts leads in order to achieve new customer goals.
• Campaign Performance: – Focus is placed on the performance
of communication channels, media, lists, as well as the contact strategy (frequency).
• Retention: – Evaluation of all activities addressing
new and returning customers that impact the retention of customers. Examples of topics include new customer orientation/on-boarding, early warning processes to identify at-risk customers, win-back activities aimed at former customers, customer satisfaction data, exit interviews etc.
• Field Sales: – Evaluation of field sales unit roles,
responsibilities, objectives, staffing (number, location, and accounts), experience levels and time with the company; training, relationship with internal sales and performance.
Phase I: The Audit
• We also talk with your current customers and prospects in order to gain their perspective concerning your efforts to win and retain their business
Phase I: The Audit
• Finally, we also study your competition in order to understand their strengths – and weaknesses
Phase II: Analysis & Evaluation• We analyze the
data, evaluate options and put together a very specific action plan for your organization that is focused on leveraging existing resources
Phase III: The Action Plan
• We present specific recommendations with projected results so you can determine how to proceed
• The recommendations are simple, straight-forward and based on your institution’s goals, objectives, culture and resources
For example…
Opportunity• More than 50% of
incoming leads will not make a purchasing decision for 90 days to 2 years from the point of initial contact
• Company A has no process in place to manage the relationship with these buyers in order to earn their business in the future
Recommendation• Develop a lead nurturing
program that maintains relationship with prospective customers
• Low cost contact via email, direct mail with some outbound telemarketing
• Focus on reinforcing your value and re-evaluating their likelihood to buy
• Projected Impact: – #% increase in conversion rate
generating # new customers and $ in revenue
Phase IV: Implementation
• We work with your staff on implementing the recommendations in order to ensure your success
• An added bonus is that we educate and train your staff as part of the process so they can lead future activities
RESULTS
What this work has delivered• Increased conversion
rates by more than 15%, generated more than $2 million in incremental sales
• Reduced marketing expenses by more than $300,000 by eliminating under-performing activities
• Exceed new product sales goals by more than 50%, generating more than $3 million in incremental sales
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