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

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Presentation transcript:

© 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

© 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 Other resources from Full Sail Partners: Webinar Whats New in Vision 7.1 & 7.2: Archived: Growing Smarter! Core Growth Strategies for PS Firms: Articles Difference Between Project Backlog & Forecasting: Why Cash Flow Planning is Essential for Growth: Professional Services Marketing – A Changing Landscape:

© 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) Sarah Gonnella (Host) Your Name

© 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

© 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 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 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 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 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 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 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!

© 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 Use Your ERP for Results… Info is already there Employee Goals

© 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 Use Your ERP for Results… Info is already there Budgeting in Excel

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

© 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

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

Connect with Full Sail Partners: LinkedIn: Twitter: YouTube: Connect with us today!

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