Sales & marketing idea

SoftAge Information Technology Ltd. : Confidential12 March 2015 SoftAge Information Technology Ltd. : Confidential12 March 2015

The SoftAgeTell-a-Friend Campaign

SoftAge Information Technology Ltd. : Confidential12 March 2015

The Concern

98%* of our

business

COMES FROM

ONE CLIENT

*2012 D&B profile


The Concept

An incentivized challenge to generate warm leads and build a

positive brand image.

Warm leads: Employees, especially in the corporate office, have

friends/relatives who are in decision making positions. We can thus

focus our efforts on these leads which are more likely to convert. It would

be easier to get attention of these prospects as compared to people who

have never heard of SoftAge.

Branding : This is to create positive noise about SoftAge, to ensure that

more people have heard good things about our work, to ensure that the

prospects we approach aren’t clueless about the brand. To achieve this,

the challenge incentivizes promoting the SoftAge brand – through word-

of-mouth and social media.


Implementation Overview

Activity Lead Generation

Details Employees will be told to:

1. Search up personal network for people in senior IT/ purchase/ admin/ management

positions.

2. Establish contact, introduce SoftAge, create interest about services & inquire

business need.

3. Pass on contact to Sales Team

4. Help them follow up & close deal

Incentive 1. 1% of the expected profit, after the contract is signed

2. Recognition and surprise gifts to top 3 contributors

Tracking A live tracker, with one admin (Like a locked Google Spreadsheet)


Implementation Overview

Activity Social Media

Details Parallel social media campaign (blog, twitter, facebook) titled “100 Reasons Your

Organization needs SoftAge DMS”. Employees are to share posts on their personal

profile as well as like/comment on the posts.

This exponentially increases outreach.

Incentive 1. Recognition Driven : Weekly announcement of top contributors

2. Surprise Gifts for top 3 contributors.

Tracking These free apps or their in-house version (add 2 weeks to timeline in case of in-house)


Step-wise Implementation Timeline

Week

1

Creating the Team. Proposed Team Structure:

Senior Management Responsible

Project Head

Designer Leads Assessment Sales teamDevelopers

(Recruit interns if IT

team unavailable)

Social

Media

Moderator



Week

2-5

Seniors trained to run competition

Setting up email id where leads sent, & which shares top contributors

Create content to launch Competitions

Create content/designs to promote competitions

Develop tracker for lead tracking (2 weeks)

Develop/Set-up Facebook & twitter tracking

Create a bank of posts for “100 reasons…”



Week

6

Launch – preferably April 1st

Bi-lingual employee webinars to explain concept and instructions

Week

7-16

Continued promotions – casestudies of lead conversion and weekly

announcements of top contributors

Push through regional heads (30% of KRA)

Sales Team/Regional Heads taking leads forward, and closing

Constant mentoring and doubt clearance webinars



Results (event/social media) and Prize distribution

Results announcements continue after, for leads

converted after the main announcement

Last Day of

Week 16

and after


Implementation Cost

Let’s assume all corporate employees generate atleast one viable lead each, and each circle generates at

least one lead. Approximately 100 warm leads would be generated. Let’s assume 1/4th of these are in

cities where our corporate sales team/regional heads are not situated. Hence:

Cost of client meetings, in the city : 3,60,000 INR (75 leads, Rs 1200 per meeting & 4 meetings per

lead)

Cost of client meetings, outside city : 5,00,000 INR (25 leads, Rs 10000 per meeting, 2 meetings)

Assuming 20 leads convert, with 5 projects with a profit of 1,00,00,000 and 10 projects with 10,00,000

profit and 5 projects with 1,00,000 profit. This would mean 60,500,000 in profit. Hence:

Reward of 1%: 6,05,000 INR

Developer fresher salary /Opportunity Cost : 15,000-30,000 INR

6 “surprise” gifts : 60,000 INR


Budget overview

In fact, arguably the idea requires no additional cost.

It only requires re-allocation of existing HR and more focused of the current

marketing and BD budget already set aside to identify and approach prospects.

No. of new clients 20 1 , small & in city 0

Gross Sales Profit 6,05,00,000 100,000 0

Total Cost 15,40,000 80,800 75,000

Net Profit 5,89,60, 000 19,200 -75,000


Benefits

This challenge’s main advantage is that it changes our current marketing

approach to generation of warm leads and inbound-marketing.

Both warm lead generation and inbound marketing tactics aim at ensuring that

client already knows of us before we even begin the sales pitch and there is a

certain amount of credibility already established. Additionally, benefits include:

New clients: Profits &

Diversity

Buzz Creation: Cost-

Effective PR & Branding

Employer Branding : More

qualified future employees

Resource Optimization, in terms of HR


Risks & Apprehensions

Apprehension Solution

Employees will be discouraged if the first few leads from

their office do not get selected or do not convert within a

month

All results to be announced at the end of the

competition and sales teams instructed to not do so

earlier. Yet since employee is also directly in touch

with the lead, they’d know. Thus :

1. Showcase selected leads

2. Showcase and gift top contributors, regardless of

conversion

3. Document case-studies of converted leads as

soon as converted, along with BCPs

4. Showcase case-studies of converted leads from

personal links from before competition

Employees will get distracted from their key Job Role Training of all managerial staff in the beginning, to

ensure accordance to KRAs during the running

of the competition

Seemingly forced/inappropriate social media

engagement

Vigilant Moderator


Risks & Apprehensions

Apprehension Solution

Employees have no experience in sales, them interacting

with prospects may actually sour potential relations

1. The employees are only interacting with their

own kin, which mitigates this possibility

2. Interested employees are to be trained across

week 6

Marketing may team have too much load & loses focus Leads assessment manager in the team ensures

marketing team not burdened with irrelevant

prospects

Employees feel discouraged as for a 2 lakh project with 1

lakh profit, they get only 1000 INR

Extremely recognition driven contest

Developing trackers may take time Free/instant versions available

Not enough leads flow in Constant promotion and recognition to participants


Thank YouLooking forward to your valuable feedback and questions