presented by:
Post on 30-Dec-2015
22 Views
Preview:
DESCRIPTION
TRANSCRIPT
© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved
Presented by:
Crafting a Marketing PlanHow Marketing & Finance Can Team Up for Greater
Results
Laura Patterson, VisionEdge MarketingWendy Gustafson, Full Sail Partners
© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved
Agenda
1. Resources
2. WebEx Instructions
3. Presentation on Crafting a Marketing Plan | How Marketing & Finance Can Team Up for Greater Results
4. Questions
5. Resources
CRM
Agenda
© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved
Other resources from Full Sail Partners:
Webinar
• 11.20.2013 - What’s New in Vision 7.1 & 7.2: http://bit.ly/1hmauoD
• Archived: Growing Smarter! Core Growth Strategies for PS Firms:http://bit.ly/16JePLy
Articles
• Difference Between Project Backlog & Forecasting: http://bit.ly/1atDWze
• Why Cash Flow Planning is Essential for Growth: http://bit.ly/1hmbfhe
• Professional Services Marketing – A Changing Landscape: http://bit.ly/1hPCe2G
© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved
WebEx Instructions
1. Raise Hand (be sure to click again to remove raised hand or
feedback information)
2. Feedback Tool (use for yes/no questions or to provide the
speaker feedback.
3. Mute (mute yourself when you need to talk to someone in your
office or put the line on hold)
4. Q&A (Type in the Q&A dialogue box [Not Chat] to ask a question. Be sure to choose All Panelist)
1 2 3
4
Sarah Gonnella (Host)
Your Name
© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved
Presented by:
Crafting a Marketing PlanHow Marketing & Finance Can Team Up for Greater
Results
Laura Patterson, VisionEdge MarketingWendy Gustafson, Full Sail Partners
© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved
What is a budget?
A budget is a documented expectation of your revenue, expenses and profit for a given timeframe.
Crafting A Marketing Plan
© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved
What ELSE is a budget Documentation of your goals:
New Services
New Geographic Areas
Growth – Existing and New
# New Clients
# Referencaeble Clients
Documentation of your assumptions: Employee Utilization
Lead Generation
Hit Ratios
Pay Rates/Bill Rates
Ensure your goals are measurable and reportable
Crafting A Marketing Plan:
© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved
Establish your Growth Goals: Target New Clients Increase # of New Clients by 5%
Webinar Event Sponsorship Organization Participation
Crafting A Marketing Plan
© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved
Understand Growth Goal Costs Webinar
5 webinars with 3 hours needed average pay rate $45 - $675
Event Sponsorship $12,000 Sponsorship – Banner, Booth,
Registration
6 people attending for 4 hours average pay rate $50 - $1,200
Organization Participation Registration $500
1 person at $50/hour 2 hours month $1,200
Crafting A Marketing Plan
Total Cost $15,675
Who will do the work
What is lost revenue
© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved
Understand Benefits (ROI – Return on Investment) Growing client base by 5%
Currently 150 clients so adding 8 clients Targeting clients with expected average revenue to be 75,000
per year Current hit ratio is 34% so need 24 proposals Conversion ratio is 25% 96 Leads
Crafting A Marketing Plan
Expected Revenue Growth
$600,000
3,500 additional staff billable hours or a 3% increase in
utilization
© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved
Tracking Results Set up tracking mechanism
when setting goals Know your current metric
Specifically define goal
Set reporting frequency (daily [whew!], quarterly, monthly, annual) with benchmarks (i.e. 1 new client by March, 4 new clients by June, etc.)
Automate with your ERP is possible but ensure you have mechanism – even excel works
Crafting A Marketing Plan
© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved
Example in Excel
Report your results:
Over (Under) Goals# Budget # Budget # Budget
GRAND TOTAL 5 423,000 5 375,000 0 48,000.00 Q1 Client Adds 2 178,000 1 75,000 1 103,000.00
Corona ConstructionProject1 150,000
Sam Adams and SonsProject 1 25,000
Project 2 3,000
Q2 Client Adds 3 245,000 4 300,000 -1 (55,000.00) Petron Brothers
Project 1 30,000 Smirnoff Intl
Project 1 200,000 Makers
Project 1 15,000
Actual Goals/Assumption
Labor intensive
Easily forgotten
Hard to report to executives
ERRORS!
© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved
Use Your ERP for Results… Info is already there
Marketing Goals
© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved
Use Your ERP for Results… Info is already there
Employee Goals
© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved
Use Your ERP for Results… Info is already there
Financial Goals
© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved
Use Your ERP for Results… Info is already there
Budgeting in Excel
© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved
Use Your ERP for Results… Info is already there
Budget Import
© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved
Delete header row before import
Use Your ERP for Results… Info is already there
Budget Import
© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved
Questions?
© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved
Connect with Full Sail Partners:
LinkedIn: http://www.linkedin.com/company/full-sail-partners
Twitter: http://twitter.com/#!/reachfullsail
YouTube: http://www.youtube.com/user/reachfullsail
Connect with us today!
© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved© Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved
Thank you for attending!
For more information contact:
Sarah GonnellaVP of Marketing
888.552.5535 x102info@fullsailpartners.com
Hearing what you have to say, whether criticism or praise, helps us provide you better information and service.
Please fill out the survey and provide your feedback.
www.fullsailpartners.com
top related