© 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
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Use Your ERP for Results… Info is already there
Budget Import
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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?
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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 [email protected]
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