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9/12/2015 Gmail Question 1 CPI
https://mail.google.com/mail/?ui=2&ik=4faf36100a&view=pt&cat=CPI%20Project%20Questions%201%20to%205&search=cat&th=14fbde6df8212f35&siml=14f… 1/2
John Mackay <[email protected]>
Question 1 CPI3 messages
John Mackay <[email protected]> Fri, Sep 11, 2015 at 3:34 PMTo: John Mackay <[email protected]>
1. Demand generation model, I assume that there currently is a marketing group or inside sales department inplace currently. I am assuming that we currently run demand generation in house. Closing business at animproved ratio calls for a revamp of the sales strategy in concert with improved quality and demand generation.The issue in this area is employees are recognized and rewarded on the number of leads or appointmentsgenerated. The fixed costs associated with an in house only setup, the time associated with hiring, training andmanaging new employees in this area is counter productive. In congruency with the low cost productive model Iwould discuss a hybrid outsource and in house system. The outsource can be adjusted quickly, we do notabsorb setup and employment costs and the employees in the top end firms are of higher quality and havingcome from that trade I suggest we look at each mode of marketing relating to demand generation. Digital, socialmedia, perhaps you tube and yes telephone cold calling. In concert with the Marketing Director we need to getour competitive advantages out to our target market. The telephone work will go to York Consulting. This groupis more than capable of setting sales qualified appointments for our staff. I have seen on many occasions themarketing qualified to sales qualified lead ratios go from 10% to over 50% consistently. The market informationand average response time is 4 to 5 times more effective than in house and other systems. Re acquiring lostcustomers is an area where the York team can assist. My total cost per lead will be about 5060% of what it isnow or better even though the rate per hour is higher. Keep in mind the virtual costless situation with scaling upor down in usage. With York this can be achieved overnight at no additional cost for setup. The marketingfunction is going to shift slightly if we really want to create a world class business unit. The lower end ofscorekeeping and coordinating will stay in house, KPI monitoring ect. I feel strongly about outsourcing the heartof demand generation as the contacts I have are proven performers in all areas of this business.
Keynotes Demand Generation: All in house and outsourced marketing activities will be scripted containing ournecessary qualifying criteria. An issue outside of the box here is our sales force. There are many successfulselling styles and we need to recognize this. I want sales to go to a named adjusting system. Gone in sales arethe days of relying on ROI's only to win business. we are going to train on an ongoing basis, business in thisspace is won on solving pain and yes pleasure points do not assume every firm buys only ROI. Sales as itrelates to demand generation is simple I want 1 to 2 referrals from each sale. This keeps our successfulsalespeople within their personality type selling styles and less reliant on a demand generation department.Accountability needs to shift starting immediately. The tone of this exercise tells me that sales is crying andblaming. We will shift that to naming, referrals and gaming. North America is a focus examining the pebbletheory. I like channel partners outside of North America. Acquire any outstanding smaller players down the roadand keep flexibility in the business development area of the organization. I have not broken this down by servicetype as I am only outlining a strategy treating this more like a brainstorm exercise at this stage.
John Mackay <[email protected]> Fri, Sep 11, 2015 at 8:45 PMTo: [email protected]
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9/12/2015 Gmail Question 1 CPI
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