Services

Every client is different, therefore, will perform differently across the various marketing channels. Some have strong outbound telemarketing capabilities, while others are stronger with inbound calls. Some have a brand recognized by consumers, and others are unknown companies. These and other differences are the reason why a one-size fits all marketing approach doesn't work. I will get into the details to identify which marketing channels can scale and which should be scaled back until certain capabilities or market conditions are met.

Many clients I have worked with approach marketing as a cost center that is managed month-to-month, which is why their marketing tends to remain the same over the years. Marketing is the first opportunity to influence the consumers' shopping journey. It can be a major driver for maximizing profitability across various economic cycles if it continues to evolve over time. A strategic plan should include the overall goals to accomplish over the next 6, 12, and 24 months while leaving room for flexibility during fluctuating economic cycles that occur. 

You can only improve if you know your numbers, and surprisingly, reporting can be a challenge for even the largest companies. Depending on your volume, you may need real-time reporting, whereas some can optimize their campaigns with daily or even weekly campaign reporting. What is vital is your reporting tracks the performance metrics the company cares about at the marketing channel and campaign level. Additionally, being able to view performance by customer cohorts will identify strengths and weaknesses in pricing, sales training, and marketing messaging.