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
DEMAND-DRIVEN ERACUSTOMERS IN CHARGE
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
DEMAND-DRIVEN ERACUSTOMERS IN CHARGE
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:
Why marketing must generate growth
My professional distinctiveness
Where I might help your company
GREG BANKSFebruary 2011
MY PROFESSIONAL DISTINCTIVENESS
GREG BANKSFebruary 2011
“I can help both my employers
and their clients generate
recurring marketing-driven
growth & ROI.”
New SkillsLeadership
Analysis
Systems
Financial
Process
Technology
Change Management
Strategic Planning
Original SkillsBranding
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 …
GREG BANKSFebruary 2011
9
THREE TOPICS:
Why marketing must generate growth
My professional distinctiveness
Where I might help your company
GREG BANKSFebruary 2011
WHERE I MIGHT HELP YOUR COMPANY
Client-Facing
Leadership
Business
Development
Service
Build-outAgency
Leadership
Original SkillsBranding
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
New SkillsLeadership
Analysis
Systems
Financial
Process
Technology
Change Management
Strategic Planning
GREG BANKSFebruary 2011
A1
APPENDIX
Topic
Process – Recurring Growth/ROI
Professional Experience
Biography
Page
A2
A3-A4
A5
GREG BANKSFebruary 2011
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
GREG BANKSFebruary 2011
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
GREG BANKSFebruary 2011
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)
GREG BANKSFebruary 2011
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].
GREG BANKSFebruary 2011
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