Business Turn Around Strategy 2010
Expand Scope of Vision
Strategy
Technology Analytics
Design
Strategy for Success • Increase volume & value of contracts • Increase volume & quality of sales leads • Reduce resource costs & tasks per deliverable • Improve process (sales, service, production) • Add new technology & training • Expand and refine offerings
Outsource/Overflow Partners • Expand and contact as business ebbs and flows – Design – Site Builds
• Niche and technical experts – Android and iPhone Apps – Execute PPC campaigns
Increase Revenue • Find additional customers to sell our existing services or • Sell more services to existing (and new) customers
BROAD
• Targeted customers • Marketing and lead generation strategies
Sell More Stuff DEEP
Get More Customers
• Productization & Packaging • Clearly communicable value proposition, cost and return
Existing Sales Method
Sales & Lead Generation
1Q10
2Q10
3Q10
4Q10
Sales Growth Strategy • Retainer Clients – Micro ($5k/mo) • Start: 3 • EOY: 3
– Small ($10k/mo) • Start: 2 • EOY: 4
– Medium ($20k/mo) • Start: 1 • End: 2
– Large ($30k/mo) • Start: 0 • End: 1
Target Customers Midsize
Large
• $10M-$50M • 10-100 Employees • Drivers:
• $50M-$500M • 100-1000 Employees • Drivers:
– Looking to grow – Everyone’s doing online, we should too - have a felt need, but limited interactive or multichannel understanding
• Opportunity: – Entrench and grow with them – Integrate interactive with their core mission
• Goal: – Drive strategy – Leads to multi-channel
– Looking for disciplined growth strategies – Want proven best practices and DR principles tailored for them (they want the expert)
• Opportunity: – Penetrate (with interactive value) and ride the momentum – Great reference accounts and proving ground for strategies and services for the midsize mkt
• Goal: – Drive strategy – Leads to multi-channel
Sales Action Items • Refine and scale sales process (contract marketing help?) • Pipeline analysis and build plan – Leadgen, qualification processes, engagement/penetration, close, CS handoff (free resources, webinars, monthly training, roadshows) – Take dealflow from 5->10->20
• Implement new contract process (Client X as test case) • Implement new proposal process • Productization Plan (Service/Product offerings) – New media – Analytics/Reporting: Needs analysis, gap analysis, plan for execution – Identify mobile solution options (partners for platform, text-to-give, text engagement, mobile apps)
PROCESSES Sales
Marketing Social Media Listening
Business Development
CRM
Media Buying
PR System
Media Buying Client Service Research
Webvantage Production
SEO / SEM
Media Asset Management
Project Management
SYSTEMS Creative
Public Relations Project Management
From Boutique To Business Phase 1 Stabilizing Core APR •
MAY
SEP
OCT
NOV
DEC
Scalable Replicable Create a scalable sales engine (deal flow, quality, targeting, engagement, upsales) Expand offerings (new media, mobile, strategy, technology consulting, analytics, training and others) Sales and network partners Improve internal processes for execution (raising visibility) Outsourced/Overflow execution options (design, smart phone apps, PPC/media etc.) to help with increasing margins and scaling
Client service – –
•
AUG
Implementation and fulfillment – –
•
JULY
Sales (new business and upsells) – – –
•
JUNE
Phase 3 Growth & Expansion
Refining/New Processes • •
•
Phase 2 Building and Expanding the Business
Improve consistency, upsales, efficiencies Improve client experience (trust building)
(Re)Building the culture – – –
Team development, training and cultural development Trust and conflict management High quality execution/professionalism
Hot List • In addition to… • CRO/SEO/SEM – specific problems, tactical entry points, beachhead opp • Social Media – why, how, confusing • Mobile – big buzz, confusion opens the door • Video – higher pulls, stronger emotional connection, declining barriers to entry