Ramping up Sales

This company was 4 years old and had survived and thrived through word of mouth referrals. With their successful track record and reputation they felt that they could attract some new talent and accelerate their growth curve. Anchor Advisors was called in to help them structure their customer acquisition process and develop more formal roles and responsibilities so that new team members can be easily identified and deployed to make a difference quickly.

Phase 1 was a quick review of their current marketing materials. The existing website was outdated and a project was started to revise it. With the investment in the website, the client felt that they could stick to email and web as their primary means of communication. As a result we repurposed their existing e-newsletter to work as an email marketing campaign.

Phase 2 turned to how leads were treated once they were received in-house. The client had chosen Goldmine as their CRM tool and had a significant number of contacts stored, but no tracking or reporting mechanism was ever created. In phase 2 we created these systems so that Goldmine would report on activity for each class of leads on a weekly basis. The new process also allowed the client to monitor the results of particular advertising methods to compare cost per lead and to generate forecasts.

Phase 3 involved writing a marketing plan designed to generate significantly more leads through targeted mailings. We resarched lists that offered the types of prospects that we were targeting (CEOs and IT managers at Medium Sized firms) and proposed several that would be tested. Based on the results of those tests, an ongoing marketing program could be developed.

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