The document proposes a three-tiered direct marketing program (DMP) to help service firms increase business-to-business sales through a strategic marketing plan, contact management software, and implementation of marketing initiatives. The DMP is designed to replace episodic sales efforts with a sustained, focused, and disciplined marketing attack through comprehensive strategic planning, identifying and tracking high-potential prospects, and executing the marketing plan. The goal is to increase profits through a systematic marketing program and gain a competitive advantage.

1. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
A Marketing Strategy forA Marketing Strategy for
Service FirmsService Firms
Q.Q. What kind of strategy would bestWhat kind of strategy would best
serve Growth & Profit objectives?serve Growth & Profit objectives?
A.A. A Direct Marketing ProgramA Direct Marketing Program
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2. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Direct Marketing ProgramDirect Marketing Program
The DMP is...The DMP is...
Three Tiered Marketing SystemThree Tiered Marketing System
Designed to HelpDesigned to Help
service Firmsservice Firms
Increase Business to BusinessIncrease Business to Business
SalesSales
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3. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Why a DMP???Why a DMP???
Traditional “Rainmaking” andTraditional “Rainmaking” and
Networking is no longer enoughNetworking is no longer enough
Increasing intensity of competitionIncreasing intensity of competition
Power of informational technologiesPower of informational technologies
>> adapt or fall behind>> adapt or fall behind
Price / cost pressures force pursuit ofPrice / cost pressures force pursuit of
marketing leveragemarketing leverage
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4. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
... But Most Important... But Most Important
The need to replaceThe need to replace
an episodic effortan episodic effort
with awith a sustainedsustained,, focusedfocused,,
andand disciplineddisciplined marketingmarketing attackattack
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5. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Tier I - Strategic Marketing PlanTier I - Strategic Marketing Plan
Custom TailoredCustom Tailored
ComprehensiveComprehensive
Easy to ExecuteEasy to Execute
Goal: The development of aGoal: The development of a
purposeful plan of actionpurposeful plan of action
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DMP

6. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Tier II - Desk Top MarketingTier II - Desk Top Marketing
SoftwareSoftware
AcquisitionAcquisition
InstallationInstallation
ConfigurationConfiguration
Goal: Identify & harvest highGoal: Identify & harvest high
potential prospectspotential prospects
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DMP

7. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Tier III - Implementation ChoicesTier III - Implementation Choices
In-HouseIn-House
SBA’sSBA’s
Out-Source... 3 levels:Out-Source... 3 levels:
• CoachingCoaching
• Project ManagementProject Management
• Hands-OnHands-On
Goal: Executing the planGoal: Executing the plan
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8. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Tier I - Strategic MarketingTier I - Strategic Marketing
Plan Development (1 of 3)Plan Development (1 of 3)
Grand strategy & opportunity reviewGrand strategy & opportunity review
Analysis of new sales and customerAnalysis of new sales and customer
retention trendsretention trends
Assessment of promotional materialsAssessment of promotional materials
((ContinuedContinued))
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9. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Strategic MarketingStrategic Marketing
Plan Development (2 of 3)Plan Development (2 of 3)
Targeted customer analysis andTargeted customer analysis and
profile:profile:
• DemographicsDemographics
• PsychographicsPsychographics
• Buying patterns, behaviors & trendsBuying patterns, behaviors & trends
• Must be ... Sizable, Definable andMust be ... Sizable, Definable and
ReachableReachable
((ContinuedContinued))
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10. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Strategic MarketingStrategic Marketing
Plan Development (3 of 3)Plan Development (3 of 3)
Selection of “marketing missiles”Selection of “marketing missiles”
Implementation of game planImplementation of game plan
Budget requirementsBudget requirements
((ContinuedContinued))
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11. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Tier I - DeliverableTier I - Deliverable
A comprehensive, customized andA comprehensive, customized and
easy to execute marketing planeasy to execute marketing plan
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DMP

12. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Targeted Customer ProfileTargeted Customer Profile
(1 of 3)(1 of 3)
Industry TypeIndustry Type
# of Employees# of Employees
Years in BusinessYears in Business
LocationLocation
Annual SalesAnnual Sales
ownership Typeownership Type
((ContinuedContinued))
Some demographicSome demographic
Characteristics of businesses...Characteristics of businesses...
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13. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Targeted Customer ProfileTargeted Customer Profile
(2 of 3)(2 of 3)
Phychographic Characteristics...Phychographic Characteristics...
CultureCulture
Industry LeaderIndustry Leader
Conservative VsConservative Vs
Risk TakerRisk Taker
Management StyleManagement Style
Fiscally PrudentFiscally Prudent
TechnologyTechnology
OrientedOriented
SociallySocially
ResponsibleResponsible
EnvironmentallyEnvironmentally
ConsciousConscious
((ContinuedContinued))
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14. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Targeted Customer ProfileTargeted Customer Profile
(3 of 3)(3 of 3)
Other Relevant Characteristics...Other Relevant Characteristics...
Trade AssociationTrade Association
MembershipsMemberships
Publications &Publications &
SubscriptionsSubscriptions
State in BusinessState in Business
Maturation CycleMaturation Cycle
Workforce TypeWorkforce Type
CommunityCommunity
ActivitiesActivities
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15. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
11
Please see the FlowPlease see the Flow
Chart titled:Chart titled:
GUIDE TOGUIDE TO
DEVELOPINGDEVELOPING
A STRATEGICA STRATEGIC
PLANPLAN

16. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Tier II - Desk Top MarketingTier II - Desk Top Marketing
Software...Software...system support for prospectsystem support for prospect
IdentificationIdentification
TrackingTracking
CultivationCultivation
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D M P

17. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Desk Top Marketing SoftwareDesk Top Marketing Software
(1 of 2)(1 of 2)
Acquisition and Installation ... ofAcquisition and Installation ... of
two powerful and inexpensivetwo powerful and inexpensive
software tools:software tools:
• Prospect ManagerProspect Manager
• Contact ManagerContact Manager
((ContinuedContinued))
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D M P

18. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Desk Top Marketing SoftwareDesk Top Marketing Software
(2 of 2)(2 of 2)
Configuration of the contactConfiguration of the contact
Management software to matchManagement software to match
the strategic marketing plan.the strategic marketing plan.
Training on the use,Training on the use,
management and capabilities ofmanagement and capabilities of
the software tools ... and theirthe software tools ... and their
interface.interface.
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DMP

19. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Tier II - DeliverableTier II - Deliverable
An up and running system toAn up and running system to
support the identification andsupport the identification and
tracking of high potentialtracking of high potential
prospect leadsprospect leads
R1R1
DMP

20. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Why a Contact ManagementWhy a Contact Management
Database?Database?
Think of it as aThink of it as a SUPERSUPER Rolodex!!!Rolodex!!!
R1R1
D M P

21. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Record every prospect lead andRecord every prospect lead and
customercustomer
Capture information critical toCapture information critical to
an effective marketing effortan effective marketing effort
((ContinuedContinued))
Contact Management SoftwareContact Management Software
is a means to...is a means to... (1 of 4)(1 of 4)
R3R3

22. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Track all significant contact activity:Track all significant contact activity:
callscalls meetingsmeetings direct maildirect mail
salessales proposalsproposals inquiriesinquiries
attendance at eventsattendance at events responses to adsresponses to ads
Note information that can be used toNote information that can be used to
plot sales strategyplot sales strategy
((ContinuedContinued))
Contact Management SoftwareContact Management Software
is a means to...is a means to... (2 of 4)(2 of 4)
R3R3

23. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Identify prospects byIdentify prospects by
characteristics that relate tocharacteristics that relate to
different needs and servicesdifferent needs and services
Spend your marketing $$ and timeSpend your marketing $$ and time
on the prospects you are moston the prospects you are most
likely to convert to customerslikely to convert to customers
((ContinuedContinued))
Contact Management SoftwareContact Management Software
is a means to...is a means to... (3 of 4)(3 of 4)
R3R3

24. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Identify customers ready for the nextIdentify customers ready for the next
salesale
Group customers to facilitate tripGroup customers to facilitate trip
scheduling & drop-by’sscheduling & drop-by’s
Cultivate suspects ... to ... prospectsCultivate suspects ... to ... prospects
... to ... CUSTOMERS... to ... CUSTOMERS
Contact Management SoftwareContact Management Software
is a means to...is a means to... (4 of 4)(4 of 4)
R3R3

25. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Configuring the DatabaseConfiguring the Database
Means selecting the type ofMeans selecting the type of
information you will capture forinformation you will capture for
each prospect lead or customereach prospect lead or customer
InformationInformation relevantrelevant to yourto your
marketing strategymarketing strategy
R2R2
DMP

26. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
RuleRule
The right kind of contact repeatedThe right kind of contact repeated
over time will generate newover time will generate new
customers ... and additional salescustomers ... and additional sales
from existing customersfrom existing customers
R1R1

27. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
11
Please see the FlowPlease see the Flow
Chart titled:Chart titled:
DESK TOPDESK TOP
MARKETINGMARKETING
SUPPORTSUPPORT
SYSTEMSYSTEM

28. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Tier III - Implementation...Tier III - Implementation...
First , AssessFirst , Assess
Internal CapabilityInternal Capability
Budget / cost advantageBudget / cost advantage
preference (style - control -preference (style - control -
coordination)coordination)
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29. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Then, decide execution ... forThen, decide execution ... for
each marketing missileeach marketing missile
In-HoursIn-Hours
SBA’sSBA’s
Out-source - 3 ChoicesOut-source - 3 Choices
• CoachCoach
• Project ManagementProject Management
• Hands-OnHands-On
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30. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Typical “Missiles” for serviceTypical “Missiles” for service
Firms:Firms:
TelemarketingTelemarketing
SeminarsSeminars
Writing ArticlesWriting Articles
Direct MailDirect Mail
Print AdvertisementPrint Advertisement
NewslettersNewsletters
PromotionalPromotional
materialsmaterials
and more!and more!
11

31. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Tier III - Deliverable:Tier III - Deliverable:
Implementation of the marketingImplementation of the marketing
missiles aimed at high potentialmissiles aimed at high potential
customer groups and individualcustomer groups and individual
leadsleads
11

32. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
11
Please see the FlowPlease see the Flow
Chart titled:Chart titled:

33. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Benefits (1 of 3)Benefits (1 of 3)
Increase sales, profits andIncrease sales, profits and
customer retentioncustomer retention
Improve “yield” on time & moneyImprove “yield” on time & money
spent to generate salesspent to generate sales
((ContinuedContinued))
33
DMP

34. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Benefits (2 of 3)Benefits (2 of 3)
Build a customer base that betterBuild a customer base that better
matches their unique nichematches their unique niche
Selectively use “out-sourceing” toSelectively use “out-sourceing” to
minimize internal administration andminimize internal administration and
lower customer acquisition costslower customer acquisition costs
((ContinuedContinued))
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35. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
Key Benefit (3 of 3)Key Benefit (3 of 3)
Replace an episodic sales effortReplace an episodic sales effort
with a....with a....
• FocusedFocused
• SustainedSustained
• Systematic marketing programSystematic marketing program
• and, gain a competitive edge!and, gain a competitive edge!
11

36. Prepared forPrepared for
by The MIS Departmentby The MIS Department
07/14/1307/14/13
Management Advisory ServicesManagement Advisory Services
The Customer PipelineThe Customer Pipeline
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Universe of Business prospectsUniverse of Business prospects
Qualified ProspectsQualified Prospects
Launch Marketing MissilesLaunch Marketing Missiles
Contact ManagementContact Management
Proposals New CustomersProposals New Customers
D M P
...DMP Implementation...DMP Implementation