Demand Driven Marketing. By Greg Banks. Available On Linked In. February 2011.

Where I might help fulfill

this critical role at your company

by

GREG BANKSFebruary 2011

DEMAND-DRIVEN MARKETING

2GREG BANKS

February 2011

THREE TOPICS:

Why marketing must generate growth

My professional distinctiveness

Where I might help your company

COMPANIES IN CHARGE

SUPPLY-DRIVEN ERA

Today

DEMAND-DRIVEN ERACUSTOMERS IN CHARGE

20 yrs ago

50 yrs ago

Everyone has a network

Companies get “pulled”

A few mass media networks

Customers get “pushed”

3

Today

20 yrs ago

50 yrs agoOne-way marketing communications

CMO role taking root

Marketing must generate

recurring growth & ROI


COMPANIES IN CHARGE

SUPPLY-DRIVEN ERA4

Today

20 yrs ago

50 yrs ago

Marketing must generate

recurring growth & ROI

Original SkillsBranding

Creative

Innovation

Instinct

Ideas

Communication

Execution


COMPANIES IN CHARGE

SUPPLY-DRIVEN ERA5

See more on A2

One-way marketing communications

New SkillsLeadership

Analysis

Systems

Financial

Process

Technology

Change Management

Strategic PlanningCMO role taking root

6

THREE TOPICS:





MY PROFESSIONAL DISTINCTIVENESS


“I can help both my employers

and their clients generate

recurring marketing-driven

growth & ROI.”


Analysis

Systems

Financial

Process

Technology

Change Management

Strategic Planning


Creative

Innovation

Instinct

Ideas

Communication

Execution

Packaged

Goods(P&G,

Ralston)

Financial (Bank of

America,

Great

Western,

Allstate,

Citibank)

Telco(A&T, Sprint,

NZ Telecom)

Mktg

Service(Omnicom,

IPG, Euro

RSCG)

Social,

Media(Dallas

Morning

News,

AT&T,

Vitrue)

Auto(GM,

Chrysler,

Mitsubishi)

Health

Care(Blue Cross,

P&G, Roche)

7See more on A3-A5

I’M NOW CONTRACTING / INTERVIEWING ...

Digital, Social,

Networking Firms(e.g. Facebook, Yahoo!,

Buddy Media)

Especially to advance

business model from

technology to professional

services

Full-Service

Consultants(e.g. Deloitte,

Accenture, BCG,

Cognizant)

Helping/seeking: client

leads, practice leads,

senior advisors e.g.

in marketing ROI

Large Companies

Helping/seeking: CMOs, division leads,

customer management leads

Especially when there’s heavy financial

pressure on the position

Data &

Database (e.g. Carlson, Merkle,

Harte Hanks, Acxiom,

Neilsen, NPD)

Helping/seeking:

senior consultants,

practice leads, client

leads, GM, Presidents

Marketing Services

Holding Companies(e.g. OMC, WPP, IPG,

Publicis, Havas)

Helping/seeking: practice leads,

client leads, GM, Presidents

Marketing ROI &

Analytics Firms (e.g. MMA, Market Share

Partners, Hudson River Group)

Helping/seeking: senior

consultants, client leads, GM

… where marketing must generate

recurring growth & ROI …


9

THREE TOPICS:





WHERE I MIGHT HELP YOUR COMPANY

Client-Facing

Leadership

Business

Development

Service

Build-outAgency

Leadership


Creative

Innovation

Instinct

Ideas

Communication

Execution

Example 1: I could help advance your new marketing

skills” across any aspect of your company.

Example 2:

I could fill

gaps in your

credentials.

and/or

I could bring

clients to

you.

Example 3:

I could help externally

facing teams generate

recurring growth & ROI.

10


Analysis

Systems

Financial

Process

Technology

Change Management

Strategic Planning


A1

APPENDIX

Topic

Process – Recurring Growth/ROI

Professional Experience

Biography

Page

A2

A3-A4

A5


PROCESS - RECURRING GROWTH/ROI

In-Market Cycle 1 Cycle 2-N

Marketing Operations (Upfront) (Ongoing)

Marketing Technology

(B)

Analysis,

Metrics

(C)

Mktg Mix/

Pathways

(D)

Insights

Messaging

(E)

Integrate,

Execute

(F)

Learn,

Improve

(A-F)

Recurring

Growth/ROI

(A)

Educate,

Inspire

Marketing Growth & ROI Strategy (Upfront) (Ongoing)

A2

Multi-cycle process for demand-driven marketing


President & Founder at Omnicom's Javelin, 2004 – Q3 2010

I founded, and led as President, Omnicom's Javelin — a group of marketing services firms dedicated to improving returns on

clients’ marketing investments. I grew the firms to 250 employees in four years. We helped AT&T, Allstate, Roche, Mitsubishi,

Citibank, and others as much as double their marketing ROI.

Senior Vice President, Relationship Manager at RAPP, 2000 – 2003

I helped generate 30%-60% increases in revenue, profit, and client satisfaction, respectively. I managed a staff of 100+

people, and ensured operational integrity across thousands of annual projects. We generated a three-year track record of

year-over-year quantifiable improvements in:

• Client Satisfaction — up 30-to-65 percentile points

• Efficiency — hours-per-output down by more 40%

• Value-created (clients) — $100s of MM incremental profit/year

• Value-created (agency) — profits up 15% each year

Vice President-Small Business at Sprint (now Sprint Nextel), 1995 – 2000

I line-managed a staff of 80 marketing, product and financial professionals; and matrix-managed a staff of 1,000+

sales/service representatives. I helped Sprint profitably invest more than $100MM/year in marketing, advertising, promotion,

sales incentives, events, and PR. We established for Sprint an integrated operation around Small Business customers.

Our other major accomplishments:

• Grew revenue $0.8B to $1.3B

• Achieved targets — revenue, margin — in ten out of 12 attempts

• Improved retention +45% through points-system, proactive service, early life

• Improved acquisition +25% through platforms such as Fridays Free

In addition to Small Business, I ran Database Marketing for Sprint’s BtB divisions. During my three years

in charge of Database Marketing, I justified the investment, built, and launched a closed-loop BtB system.

A3

PROFESSIONAL EXPERIENCE


Management Officer at Temerlin McClain (now TM), 1994 – 1995

For Bank of America (then NationsBank), I managed marketing communications across: retail, business, investment,

government, and regional. Our major accomplishments:

• Improved the Bank's percent cross-sales and retention, tapping household information

• Sold plan to senior management to move from a product- to a relationship-orientation

In addition, I managed fully integrated communications campaigns for major Bank initiatives, for Investment Securities, and

for one of the nation’s first-ever PC Banking products. These campaigns included advertising, direct marketing, interactive,

PR, digital, collateral, and more. We leveraged personnel from multiple client departments and suppliers.

Vice President, Management Supervisor at Dailey & Associates, 1988 – 1993

My major accomplishments during my five years leading Great Western Bank marketing communications:

• Helped transform Great Western into one of best-perceived U.S. financials

• Sold mortgages for 50% of the costs, through a first-ever direct-marketing channel

• Helped shift from interest- to fee-income through launch of mutual fund subsidiary

Account Executive/Supervisor at Tatham-Laird & Kudner (now Euro RSCG), 1983 – 1988

I started my career at this Chicago agency, quickly rising to Account Supervisor on Procter & Gamble and Ralston-Purina

clients. We re-positioned three brands in order to turn around share and sales declines:

• P&G's Metamucil as providing lifelong regularity

• P&G's Mr. Clean as an all-surface cleaner

• Ralston-Purina's Happy Cat as a “superior type of dry food”

I also led the reversal of a 14-year decline for P&G's Biz Bleach by inciting “stain paranoia” with prospective buyers.

In addition, I launched two major “firsts” for P&G:

• first Hispanic-targeted advertising

• first direct-mail testingA4

PROFESSIONAL EXPERIENCE (CONT’D)


A5

BIOGRAPHY

Greg Banks is an expert on generating recurring marketing- and

customer-driven growth and ROI.

Greg has helped the following clients and employers reach their full

potential: P&G, Ralston, Bank of America, Great Western, Sprint,

Omnicom, AT&T, Allstate, and Roche.

Greg lives in Texas with his wife and two children. Greg is currently managing clients,

preparing for new publications, and interviewing to join a new employer. In his spare time

he enjoys running, yoga, reading and spending time with his family.

You can read more about Greg, including his collection of published articles, white papers,

presentations, and case studies, at http://www.linkedin.com/in/gregbanksrecurringgrowth.

You can contact Greg at [email protected].


http://www.linkedin.com/in/gregbanksrecurringgrowth

Demand Driven Marketing. By Greg Banks. Available On Linked In. February 2011.

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Transcript of Demand Driven Marketing. By Greg Banks. Available On Linked In. February 2011.