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 I nterested 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.Lock-in Webinar #2 - check! 2.Your role as champion (ID who needs to be sold) 3.Dedicated notebook 4.Segment your database 5.Determine acquisition costs 6.Determine your marketing and sales ROI 7.Assign a full time staff to marketing 8.Allocate 3+% of sales to 2010 marketing investment 9.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 50% 2.Advance my career 25% 3.Develop new knowledge & skills 25% 4.Increase the value of our company 25%

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 up- selling 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 2 nd 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) A1A2A3 B3B2B1 C1C2C3 321 Potential Value Score Medium Current Value Score High Low A B C

Customer Segmentation Potential Value Current Value A1A2A3 B1B2B3 C1C2C3

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.Maintenance 2.Repairs 3.Projects 4.Service 5.Energy 6.Preventative maintenance 7.Chiller service and installation 8.Boiler service and installation

Remember – The Six Ways to Segment Your Customer Base?

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 on- going 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.Audience 2.Offer / Value proposition 3.Message 4.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.Budgeting: % of sales, staff allocation, ROI based 4.Customer Database Segmentation: from our last webinar 5.Key Account Planning 6.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.Budgeting: % of sales, staff allocation, ROI based 4.Customer Database Segmentation: from our last webinar 5.Key Account Planning 6.Message & Media Framework

Customer Segmentation Potential Value Current Value A1A2A3 B1B2B3 C1C2C3

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.Budgeting: % of sales, staff allocation, ROI based 4.Customer Database Segmentation: from our last webinar 5.Key Account Planning 6.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 C3C2B3C1B2B1A3 A2 A1

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.Budgeting: % of sales, staff allocation, ROI based 4.Customer Database Segmentation: from our last webinar 5.Key Account Planning 6.Message & Media Framework

CRM Sales and Marketing Process

Survey Says… 80% of you said.. We Expect 2010 to be Better by 5 – 10% 20% said: About the same

Thank You!