2. In the corporate world there are
different profiles of communication
agencies...
2
3. ... some of them are the
“order taken” kind of
company which just waits
results...
for the
3
4. ... others are able to extract
the best of their customers
and also able to listen, to
reflect, to plan, to guide
and to share the risks
based on better
results...
4
5. second
...here, let´s only deal with the
kind of company...
me!
...follow
5
6. Technicians Marketing C - Level Sales Force
The client
groups example...
6
7. Technicians Marketing C - Level Sales Force
valuable information
Each group has a
business such as experienced
about the
opinions and perceptions about
communication.
7
8. Technicians Marketing C - Level Sales Force
How can you
extract the best of
each group?
8
10. difference...
It makes the
Methodology
Business Knowledge
Experienced professionals
Proven success cases
... to produce a good planning !
10
11. It makes the difference...
To know the
maturity degree
of the offers
Decadent
Mature
CYCLE
Green
11
12. • Searching for innovating offers
and new language
So ... you can • Focus on customer commitment
• Cross/up selling in the base
define languages • Searching for “insights”
and strategies
• Direct language
• Focus on differentials
• Competitors: Ready-to-Go
• Basic language
• Focus on concepts
• Target: Visionaries Co.
Decadent
Mature
CYCLE
Green
12
13. Recommendation:
Essence marketing analysis
(mass, buzz, 1to1, endomktg,...)
Communication strategies
With focus on sales support
Timeline plan
Implementation plan
13
14. “To do” development:
Build an efficient team work
timeline sheet
Detail
priorities
Establish
process
Create
metrics
Define
14
15. Metrics:
Align to the business plan
Watch out! Promises Vs Deliverables
Double-check the priorities established
before
Measure the business impact
15
16. SLA (Service Level Agreement)
How does it work?
A quartely result evaluation is developed based
on the metrics below (beyond inches).
16
17. SLA (Service Level Agreement)
How does it work ?
The results are also shown graphically.
17
18. Evaluation and fine tuning:
good ?
What was
What should be improved ?
Next steps
18
19. Share the risks:
Success Fee
12 month company and customer
partnership
19