Using Analytics with Direct Marketing to Ride Out a Tough Economy -- Part 2
Using Analytics with Direct Marketing to Ride Out a Tough Economy -- Part 2
Here’s the next idea: Get everybody involved. Lots of times, Marketing is accused of operating in a vacuum, not being in touch with sales or overall company objectives. Hence, budgets get cut and marketing resources have to begin to fight for their jobs.
In times like this, plan some meetings — some real meetings. Schedule time to get an accurate view from your CEO, from IT, from Sales — get their ideas on how they measure marketing effectiveness. They can give you some great ideas as to what metrics they believe need to be put in place. Better yet, align your measurements so that you are all working towards the same or complimentary goals. One of the reasons that Marketing gets a bad rap is because the goals across divisions are not aligned correctly. Thus, one division’s objectives may be in absolute conflict with Marketings objectives. This is not going to result in happy campers in the different divisions. What it might result in is missed objectives . . . resulting in cut budgets . . . resulting in fewer resources. You get the idea.
So, get everyone together and have a good discussion. Get a good understanding of the specific company's objectives and make sure that all goals and metrics align as exactly as possible across the board.
Next meet with Sales — here is where the most conflict may come from . . . have you ever heard this? “These leads suck!” Yep, in marketing we all have heard this. And, this is what Sales hears from Marketing: “Sales can’t close any of our leads to save their lives!” Not an environment conducive to success. Perhaps its just that Marketing and Sales needs to sit down and discuss each other’s objectives. Then, they need to revise those objectives so that they are very closely aligned. This way, Marketing can go acquire the data that will facilitate sales success in reaching their objectives.
In addition, Sales can provide Marketing with their bird’s eye view of the customer. Then, Marketing can share with Sales what their customer profile studies have told them. Armed with more complete information, they can better target their customer base, create better messaging that will more likely resonate with their customers, and find the most responsive, targeted prospects for sales to call on.
Who ever thought it would all come down to being able to communicate? And whoever thought communication would be called analysis? Well, it isn’t — but an analytical approach can certainly help to facilitate better communication!
Stay tuned to the next post for our final word on this subject!
Using Analytics with Direct Marketing to Ride Out a Tough Economy Part 2 - To learn more about this author, visit Nancy Arter's Website.
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As promised in our last post, here are a few more analytical marketing ideas that will help all Marketers be successful — no matter what the economic climate.
Here’s the next idea: Get everybody involved. Lots of times, Marketing is accused of operating in a vacuum, not being in touch with sales or overall company objectives. Hence, budgets get cut and marketing resources have to begin to fight for their jobs.
In times like this, plan some meetings — some real meetings. Schedule time to get an accurate view from your CEO, from IT, from Sales — get their ideas on how they measure marketing effectiveness. They can give you some great ideas as to what metrics they believe need to be put in place. Better yet, align your measurements so that you are all working towards the same or complimentary goals. One of the reasons that Marketing gets a bad rap is because the goals across divisions are not aligned correctly. Thus, one division’s objectives may be in absolute conflict with Marketings objectives. This is not going to result in happy campers in the different divisions. What it might result in is missed objectives . . . resulting in cut budgets . . . resulting in fewer resources. You get the idea.
So, get everyone together and have a good discussion. Get a good understanding of the specific company's objectives and make sure that all goals and metrics align as exactly as possible across the board.
Next meet with Sales — here is where the most conflict may come from . . . have you ever heard this? “These leads suck!” Yep, in marketing we all have heard this. And, this is what Sales hears from Marketing: “Sales can’t close any of our leads to save their lives!” Not an environment conducive to success. Perhaps its just that Marketing and Sales needs to sit down and discuss each other’s objectives. Then, they need to revise those objectives so that they are very closely aligned. This way, Marketing can go acquire the data that will facilitate sales success in reaching their objectives.
In addition, Sales can provide Marketing with their bird’s eye view of the customer. Then, Marketing can share with Sales what their customer profile studies have told them. Armed with more complete information, they can better target their customer base, create better messaging that will more likely resonate with their customers, and find the most responsive, targeted prospects for sales to call on.
Who ever thought it would all come down to being able to communicate? And whoever thought communication would be called analysis? Well, it isn’t — but an analytical approach can certainly help to facilitate better communication!
Stay tuned to the next post for our final word on this subject!
Using Analytics with Direct Marketing to Ride Out a Tough Economy Part 2 - To learn more about this author, visit Nancy Arter's Website.
Like this article? Share it with your friends
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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