Crafting a Marketing Plan How Marketing Finance Can

Agenda 1. Resources 2. Web. Ex Instructions CRM 3. Presentation on Crafting a Marketing

Other resources from Full Sail Partners: Webinar • 11. 2013 - What’s New in

Web. Ex Instructions 1. Raise Hand (be sure to click Sarah Gonnella (Host) again

Crafting A Marketing Plan What is a budget? A budget is a documented expectation

Crafting A Marketing Plan: What ELSE is a budget § Documentation of your goals:

Crafting A Marketing Plan Establish your Growth Goals: § Target New Clients § Increase

Crafting A Marketing Plan Understand Growth Goal Costs § Webinar Ø 5 webinars with

Crafting A Marketing Plan Understand Benefits (ROI – Return on Investment) § Growing client

Crafting A Marketing Plan Tracking Results § Set up tracking mechanism when setting goals

Report your results: Example in Excel § § Labor intensive Easily forgotten Hard to

Marketing Goals Use Your ERP for Results… Info is already there © Copyright 2012

Employee Goals Use Your ERP for Results… Info is already there © Copyright 2012

Financial Goals Use Your ERP for Results… Info is already there © Copyright 2012

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

Budget Import Use Your ERP for Results… Info is already there © Copyright 2012

Budget Import Delete header row before import Use Your ERP for Results… Info is

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

Connect with us today! Connect with Full Sail Partners: Linked. In: http: //www. linkedin.

Thank you for attending! For more information contact: Sarah Gonnella VP of Marketing 888.

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

Agenda 1. Resources 2. Web. Ex Instructions CRM 3. Presentation on Crafting a Marketing Plan | How Marketing & Finance Can Team Up for Greater Results 4. Questions 5. Resources © Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved

Other resources from Full Sail Partners: Webinar • 11. 2013 - What’s New in Vision 7. 1 & 7. 2: http: //bit. ly/1 hmauo. D • Archived: Growing Smarter! Core Growth Strategies for PS Firms: http: //bit. ly/16 Je. PLy Articles • Difference Between Project Backlog & Forecasting: http: //bit. ly/1 at. DWze • Why Cash Flow Planning is Essential for Growth: http: //bit. ly/1 hmbfhe • Professional Services Marketing – A Changing Landscape: http: //bit. ly/1 h. PCe 2 G © Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved

Web. Ex Instructions 1. Raise Hand (be sure to click Sarah Gonnella (Host) again to remove raised hand or feedback information) 2. Feedback Tool (use for yes/no Your Name 1 2 questions or to provide the speaker feedback. 3 3. Mute (mute yourself when you need to talk to someone in your office or put the line on hold) 4 4. Q&A (Type in the Q&A dialogue box [Not Chat] to ask a question. Be sure to choose All Panelist) © Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved

Crafting A Marketing Plan What is a budget? A budget is a documented expectation of your revenue, expenses and profit for a given timeframe. © Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved

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 measurable and reportable © Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved

Crafting A Marketing Plan Establish your Growth Goals: § Target New Clients § Increase # of New Clients by 5% § Webinar § Event Sponsorship § Organization Participation © Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved

Crafting A Marketing Plan Understand Growth Goal Costs § Webinar Ø 5 webinars with 3 hours needed average pay rate $45 - $675 § Event Sponsorship Ø $12, 000 Sponsorship – Banner, Booth, Total Cost $15, 675 Registration Who will do the work What is lost revenue Ø 6 people attending for 4 hours average pay rate $50 - $1, 200 § Organization Participation Ø Registration $500 Ø 1 person at $50/hour 2 hours month $1, 200 © Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved

Crafting A Marketing Plan Understand Benefits (ROI – Return on Investment) § Growing client base by 5% Ø Currently 150 clients so adding 8 clients Ø Targeting clients with expected average revenue to be 75, 000 per year Ø Current hit ratio is 34% so need 24 proposals Ø Conversion ratio is 25% 96 Leads 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

Crafting A Marketing Plan Tracking Results § Set up tracking mechanism when setting goals Ø Know your current metric Ø Specifically define goal Ø Set reporting frequency (daily [whew!], quarterly, monthly, annual) with benchmarks (i. e. 1 new client by March, 4 new clients by June, etc. ) Ø Automate with your ERP is possible but ensure you have mechanism – even excel works © Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved

Connect with us today! Connect with Full Sail Partners: Linked. In: http: //www. linkedin. com/company/full-sail-partners Twitter: http: //twitter. com/#!/reachfullsail You. Tube: http: //www. youtube. com/user/reachfullsail © Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved

Thank you for attending! For more information contact: Sarah Gonnella VP of Marketing 888. 552. 5535 x 102 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 © Copyright 2012 Full Sail Partners, Ltd. – All Rights Reserved