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  1. Crafting a Marketing Plan How Marketing & Finance Can Team Up for Greater Results Presented by: Laura Patterson, VisionEdge Marketing Wendy Gustafson, Full Sail Partners

  2. Agenda Agenda CRM • Resources • WebEx Instructions • Presentation on Crafting a Marketing Plan | How Marketing & Finance Can Team Up for Greater Results • Questions • Resources

  3. Other resources from Full Sail Partners: Webinar • 11.20.2013 - What’s New in Vision 7.1 & 7.2: http://bit.ly/1hmauoD • Archived: Growing Smarter! Core Growth Strategies for PS Firms:http://bit.ly/16JePLy Articles • Difference Between Project Backlog & Forecasting: http://bit.ly/1atDWze • Why Cash Flow Planning is Essential for Growth: http://bit.ly/1hmbfhe • Professional Services Marketing – A Changing Landscape: http://bit.ly/1hPCe2G

  4. WebEx Instructions Raise Hand (be sure to click again to remove raised hand or feedback information) Feedback Tool (use for yes/no questions or to provide the speaker feedback. Mute (mute yourself when you need to talk to someone in your office or put the line on hold) 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 1 3 2 4

  5. Crafting a Marketing Plan How Marketing & Finance Can Team Up for Greater Results Presented by: Laura Patterson, VisionEdge Marketing Wendy Gustafson, Full Sail Partners

  6. Crafting A Marketing Plan What is a budget? A budget is a documented expectation of your revenue, expenses and profit for a given timeframe.

  7. Crafting A Marketing Plan: 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 measurableand reportable

  8. Crafting A Marketing Plan Establish your Growth Goals: Target New Clients Increase # of New Clients by 5% • Webinar • Event Sponsorship • Organization Participation

  9. Crafting A Marketing Plan 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 Total Cost $15,675 Who will do the work What is lost revenue

  10. Crafting A Marketing Plan 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 3,500 additional staff billable hours or a 3% increase in utilization Expected Revenue Growth $600,000

  11. Crafting A Marketing Plan 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

  12. Report your results: Example in Excel • Labor intensive • Easily forgotten • Hard to report to executives • ERRORS!

  13. Marketing Goals • Use Your ERP for Results… Info is already there

  14. Employee Goals • Use Your ERP for Results… Info is already there

  15. Financial Goals • Use Your ERP for Results… Info is already there

  16. Budgeting in Excel • Use Your ERP for Results… Info is already there

  17. Budget Import • Use Your ERP for Results… Info is already there

  18. Budget Import Delete header row before import • Use Your ERP for Results… Info is already there

  19. Questions?

  20. Connect with us today! Connect with Full Sail Partners: LinkedIn: http://www.linkedin.com/company/full-sail-partners Twitter: http://twitter.com/#!/reachfullsail YouTube: http://www.youtube.com/user/reachfullsail

  21. Thank you for attending! For more information contact: Sarah GonnellaVP of Marketing888.552.5535 x102 info@fullsailpartners.com 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. www.fullsailpartners.com