Lynne McCarthy Marketing

Customer and B2B Marketing Experience

Our goal is to work with you, to adapt “best practices” to your culture and current situation and help you implement measurable and sustainable change in your business. We help you understand how best practices are used in your company today, and analyse where improvements will yield the most return – leading to achievement of your goals:

 

Marketing (and sales-through-marketing) strategy:

Do you have a cleardefinition of vision based upon best knowledge of present and future customer requirements?  Are these reflected in field actions?

 

Customer Segmentation:

Are appropriate resources aligned against highest priority customers and reallocated to reflect strategy? Are activities monitored to optimize results?

 

Communication Strategy:

Are various market segments fully operational? How adept is the company at responding to varying customer requirements? Is there a unified and team focused cooperation throughout and across channels?

 

Customer Management:

Do you have integrated customer management Key Performance Indicators fully operational? Are all support functions operating on the same indicators to focus on bringing highest value to customers?

 

Operational turn around:

Are customer requirements and information liquid and flexable to change at short notice. What actions are taken rapidly to respond to problems and opportunities?

 

Reward and Recognition (Incentives):

Are incentives and rewards linked to strategic objectives?
Do you monitor performance and provide continuous feedback?
Is there a process in placeto monitor & realign with changing customer requirements?

 

Customer Information Profiles:

Are you utilizing customer information as a strategic differentiation to identify trends and breakthrough strategies to maintain market leadership positions?

 

Market Penetration:

How is functional business team aligned with counterparts in respect to a client, at all key levels? Are you working in close cooperation to finding ways to add value to your client’s business?Is sales communicating with marketing on their needs and support?

 

Budget Forecasting:

Are you utilizing real-time requirements to drive the forecasting process?

 

Opportunity Tracking:

Is there an assessment of each opportunity based upon account potential and relationships to provide an end-to-end accurate picture of the pipeline? How proactive is the marketing team in following up and reporting results so management has real time information with which to look at future trends? 

 

Customer contingency:

Is your system linked to customers and internalfunctions?
Not only as sales tool,but customers input orders, inventories and other critical information that is used by all management levels to become closer to the customer?
How is the relationship managed and leveraged?

Ensuring Your Marketing Effectiveness

 

Sell more with the same resources, through profitable marketing.

The marketing process is a series of activities that need to occur in sequence:

  1. Understand your customer, then market or create products or services that resonate.
  2. Interact with your clients, create a relationship and make the sale.
  3. Then, it’s all about service and delivering on your promises. And all along you need to be building trust as the foundation for a successful long-term relationship.
 
Our Marketing Effectiveness philosophy looks at all these areas to understand where change can be applied to achieve better results.
 
We assist with the construction of post-sale/implementation-evaluations, surveys, loyalty programs & customer contingency strategies.