1. © Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved Presented by: Crafting a Marketing Plan How Marketing & Finance Can Team Up for Greater Results Laura Patterson, VisionEdge Marketing Wendy Gustafson, Full Sail Partners

2. © 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

3. © Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved Other resources from Full Sail Partners: Webinar 11.20.2013 - Whats New in Vision 7.1 & 7.2: http://bit.ly/1hmauoDhttp://bit.ly/1hmauoD Archived: Growing Smarter! Core Growth Strategies for PS Firms: http://bit.ly/16JePLy http://bit.ly/16JePLy Articles Difference Between Project Backlog & Forecasting: http://bit.ly/1atDWze http://bit.ly/1atDWze Why Cash Flow Planning is Essential for Growth: http://bit.ly/1hmbfhe http://bit.ly/1hmbfhe Professional Services Marketing – A Changing Landscape: http://bit.ly/1hPCe2G http://bit.ly/1hPCe2G

4. © 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

5. © Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved Presented by: Crafting a Marketing Plan How Marketing & Finance Can Team Up for Greater Results Laura Patterson, VisionEdge Marketing Wendy Gustafson, Full Sail Partners

6. © 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

7. © 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:

8. © 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

9. © 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

10. © 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

11. © 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

12. © Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved Example in Excel Report your results: Labor intensive Labor intensive Easily forgotten Easily forgotten Hard to report to executives Hard to report to executives ERRORS! ERRORS!

13. © Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved Use Your ERP for Results… Info is already there Marketing Goals

14. © Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved Use Your ERP for Results… Info is already there Employee Goals

15. © Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved Use Your ERP for Results… Info is already there Financial Goals

16. © Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved Use Your ERP for Results… Info is already there Budgeting in Excel

17. © Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved Use Your ERP for Results… Info is already there Budget Import

18. © 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

19. © Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved Questions?

20. Connect with Full Sail Partners: LinkedIn: http://www.linkedin.com/company/full-sail-partnershttp://www.linkedin.com/company/full-sail-partners Twitter: http://twitter.com/#!/reachfullsailhttp://twitter.com/#!/reachfullsail YouTube: http://www.youtube.com/user/reachfullsailhttp://www.youtube.com/user/reachfullsail Connect with us today!

21. © Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved Thank you for attending! For more information contact: Sarah Gonnella VP of Marketing 888.552.5535 x102 info@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