Transcript The Marketing Plan Who

Business Development 2010
Accelerating Success Through Marketing
Webinar Series: 2.0
Presented by Don Neal
January 12, 2010
Fortune 500 Companies
Are shifting the buying decision
for hiring advertising and
marketing agencies from the
advertising and marketing
department to the procurement
officers.
WHY?
To Get The Answers To These Questions
• What did we get?
• What are we getting?
• What will we get?
…for our money $
ROI
Would You…
Put your money in a
bank savings account
that didn’t tell you the
interest rate?
Would You…
Buy a stock or bond if you
didn’t know the history of
dividends, the P/E ratio or if
the stock had increased or
decreased in value over the
last 12 months?
Would You…
Pay your employees if
you didn’t know if they
were working or how
many hours they
worked?
So…
Why would you invest
in marketing if you
don’t know if it’s
working?
Survey Says…
Do you know the ROI for
your 2009 sales &
marketing investment?
100% Responded No!
It’s Time
To change this!
There Are 3 Groups (Cohorts / Segments)
Participating This Afternoon
Group A
View marketing as a critical ingredient to
success and are doing many / most
things to increase sales through
effective marketing and sales integration
Group B
Believe that more effective marketing
will make 2010 more successful but
haven’t made enough progress in
building the foundation that you know
you need to succeed.
Group C
Interested and curious in how marketing
can accelerate the business but are
starting from scratch.
Survey Says…
Top Take-Away’s From Webinar #1
• Segregation of customers by type / value
• Focus on maximizing value from current
customers
• Inaction = reduced business
• Should be contacting competitors top
customers
• We need to market to at least an initial degree
Survey Says…
The One Idea We Have Implemented Since the Last
Webinar
1. Starting to extract market data as recommended
2. Utilizing logo materials to inform new and existing
customers of our service offering
3. Started a list of potential customers to contact
It’s Time
To change this!
How Change Occurs
1.People know what to do?
2.People know how to do it?
3.People want to do it?
What To Do?
1.
2.
3.
4.
5.
6.
7.
8.
9.
Lock-in Webinar #2 - check!
Your role as champion (ID who needs to be sold)
Dedicated notebook
Segment your database
Determine acquisition costs
Determine your marketing and sales ROI
Assign a full time staff to marketing
Allocate 3+% of sales to 2010 marketing investment
Identify current marketing activities that drive awareness, leads,
referrals, cross-sell and up-sell
10. Begin to develop your 2010 marketing plan
Q1 Marketing Objectives
1. Identify the best business
opportunities within the top 20% of
current customers
2. Develop key account development
plans
3. Produce a measureable ROI; target
10:1
Let’s Focus on 3 Things Today
1.Proof of effectiveness –
metrics; marketing
investment
2.Where to invest
3.How to invest
My Role
•
•
•
•
•
Provide a clear framework
Outline appropriate tools
Introduce specific ideas
Coaching
Initiate change
Survey Says…
On a Personal Level, I Want to Jump-Start
Our Marketing To:
1. Increase my compensation
2. Advance my career
50%
25%
25%
Increase the value of our company 25%
3. Develop new knowledge & skills
4.
What’s Holding You Back?
•
•
•
•
•
•
Measuring the value
The appropriate budget
Dedicated marketing staff
Marketing database
A clear plan of action
Confidence and belief
Refresher from Our Last Session
• 90 % said “sales-force would give us a C or less in marketing
effectiveness”
• 90% said “don’t know the cost to acquire a new customer”
• 65% said “don’t know how much latent / un-tapped revenue potential is
within current accounts”
• The majority (62%) said “<20% of your 2010 sales will come from new
construction”
• The majority (72%) said “the majority of our sales will come from upselling and cross-selling current customers”
• 100% said “don’t know the ROI from my 2009 sales and marketing
investment”
• The average staff time devoted to marketing is 20%
• 50% have segmented the database in top, middle and bottom tier
customers
Let’s break It Down
The best way to know how
much to invest is to know where
to invest!
The 2nd Best Way…
…to know where to invest is to
conduct a current and potential
economic analysis for the top
20% of your customer base
Scoring and Segmentation
The Customer Database
Customer
database
(64, 831)
High
A
Medium
B
Low
1
2
C
Current
Value
Score
Potential
Value
Score
3
A1
A2 A3
B1
B2 B3
C1
C2 C3
Customer Segmentation
Potential Value
Current
Value
A1
A2
A3
B1
B2
B3
C1
C2
C3
The BEST Way…
…to know where to invest is
Ask, Listen, Look and Uncover
for yourself: on-site!
Survey Says…
Do you conduct on-site audits
and evaluations for the top 40%
of your customers?
N0 = 80%
Heat Mapping
Why…
…would a customer tell me
what I need to know?
Customers Buy For Three Basic
Reasons
1. Financial (Save $; Make $)
2. Relationships (Buy from people
they like)
3. Avoid Risk (regulatory, legal,
etc.)
Consider
A. An audit – Ex: Air Advice
B. Comparative analysis
C. Walk- thru
D. Advisory Council
Survey Says…
Our Most Profitable Work Comes From
1.
2.
3.
4.
5.
6.
7.
8.
Maintenance
Repairs
Projects
Service
Energy
Preventative maintenance
Chiller service and installation
Boiler service and installation
Remember – The Six Ways to
Segment Your Customer Base?
1.
2.
3.
4.
5.
6.
The Framework
1. What to do: The Marketing Plan
2. Who to target for the greatest success: Database
Segmentation from our last webinar
3. How to uncover opportunity: Heat Mapping
4. How to optimize top accounts: Key Account
Planning
5. Sales: Individual Action Plans
Survey Says…
If There Was One Thing I could Change About
Our sales organization it Would Be:
“Develop a structured
approach to sales”
What is Marketing?
A process that creates
conditions for a sale
to occur…and an ongoing relationship to
be cultivated!
Marketing Should Support Different
Sales Cycles
•
•
•
•
Preventative maintenance
Repair work
Retrofit
Plan & spec
We Have 4 Basic Levers to Pull
1.
2.
3.
4.
Audience
Offer / Value proposition
Message
Media
The Marketing Plan
1. Background & Situation Analysis:
SWOT, competitive
analysis, your USP and value proposition, what’s worked and what
hasn’t
2. Objectives, Metrics & Reporting: from our last webinar
session
3.
4.
5.
6.
Budgeting: % of sales, staff allocation, ROI based
Customer Database Segmentation: from our last webinar
Key Account Planning
Message & Media Framework
Sales Objectives & Metrics
•
•
•
•
•
•
•
•
Profitable revenue growth
100% share of spending
Revenue / technician
Revenue / profit per location
Revenue / profit per customer
LTV
Sales /acquisition costs
Servicing costs
The Marketing Plan
1. Background & Situation Analysis:
SWOT, competitive
analysis, your USP and value proposition, what’s worked and what
hasn’t
2. Objectives, Metrics & Reporting: from our last webinar
session
3.
4.
5.
6.
Budgeting: % of sales, staff allocation, ROI based
Customer Database Segmentation: from our last webinar
Key Account Planning
Message & Media Framework
Customer Segmentation
Potential Value
Current
Value
A1
A2
A3
B1
B2
B3
C1
C2
C3
The Marketing Plan
1. Background & Situation Analysis:
SWOT, competitive
analysis, your USP and value proposition, what’s worked and what
hasn’t
2. Objectives, Metrics & Reporting: from our last webinar
session
3.
4.
5.
6.
Budgeting: % of sales, staff allocation, ROI based
Customer Database Segmentation: from our last webinar
Key Account Planning
Message & Media Framework
Customer Benefits By Segment
Customized On-Site Audit Program
On-site Training Support
Customized Benefits
Dedicated Customer Care Account Manager
Customized Marketing Training Programs
Trade Show Specific STARS Offers
Ready to Use Customizable Marketing Materials
National Brand Awareness Promotion
A1
A2
A3
B1
B2
C1
B3
C2
C3
The Marketing Plan
1. Background & Situation Analysis:
SWOT, competitive
analysis, your USP and value proposition, what’s worked and what
hasn’t
2. Objectives, Metrics & Reporting: from our last webinar
session
3.
4.
5.
6.
Budgeting: % of sales, staff allocation, ROI based
Customer Database Segmentation: from our last webinar
Key Account Planning
Message & Media Framework
CRM Sales and Marketing Process
Customized
Communications
Targeting
Historic
$
Offer
Service
Consolidate
Suppliers
New
Departments
Tech. Support
Different
Needs
Offer
Purchase Drivers
Opp./Problem
Price
Name
Quality
Name
Potential
$
Name
Site
Individuals
A1
A2
Purchasing
Agent
Message
DM
A3
Up-sell
Influencer
B3
C1
Cross-sell
Message
B1
B2
C2
End
User
C3
Segment
Function
Transaction
Message
Infl. Message
Role
Aggressive
Bid
Response
Message
Retain
Customized
Response
Offer
Mail
Phone
Fax
Web
Order
desk
Catalog
Sales
Face-to-face
Media &
Communications
Plan
CFT
Survey Says…
80% of you said..
We Expect 2010 to be
Better
by 5 – 10%
20% said: About the same
Thank You!
[email protected]
703-915-8421