Working together to build winning solutions

1. ©redrouteinternational2015
Market has hardly been tapped…
• Only 7% of organisations always set clear accountabilities for
their objectives
• Only 7% of companies always set KPI’s clearly for each initiative
• Only 10% of businesses have core strategic metrics that remain
consistent to enable longer term reporting
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CIM – Deloitte Joint Study on Improving marketing effectiveness, 2016

2. ©redrouteinternational2015
Measures that count…..
• While 96% of companies measure customer satisfaction only
10% of businesses are very effective at measuring cost to
serve, and only 10% are very effective at measuring
consistency of the customer experience
• 80% of companies measure brand health – but only 15% say
this is very effective and only 32% of companies measure
brand valuation fairly or very effectively
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Source: CIM &Deloitte – Improving marketing effectiveness study 2016
Companies measure what’s easy, not what counts…

3. ©redrouteinternational2015
Measures that count…..
• Only 23% of companies measure social media fairly or very
effectively
• Organisations perceive their ability to measure digital channels
as being no stronger than their ability to measure traditional
media activities
• And over 2/3 of businesses feel their KPI’s are not optimal for
measuring the impact of marketing
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Source: CIM &Deloitte – Improving marketing effectiveness study 2016
Companies measure what’s easy, not what counts…

4. ©redrouteinternational2015
Existing measurement processes
aren’t delivering sufficient return
• Only 51% of companies believe that executives drive change as a
result of marketing or customer performance measures
• Only 1/2 of organisations believe they have timely reporting
• 1/2 of organisations feel their reporting isn’t sufficiently accurate
• Only 36% of companies say they have data that is presented in an
effective way to enable insight to be identifird
• Only 39% of companies believe they are fairly or very effective at
measuring ROI (and fewer still act upon it)
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Source: CIM &Deloitte – Improving marketing effectiveness study 2016

5. ©redrouteinternational2015
Who will be your clients?
• In short – people you already know
• The RedRoute Story
– RedRoute, like all consultancies, began looking for business by talking to people the founders already
knew and had worked alongside in the past, either as colleagues, clients, or agency personnel
– Sending out a brief PowerPoint presentation (of which RedRoute’s e-booklet is now the present day
equivalent) to people who already knew our capabilities and trustworthiness led to projects with
former employers, former clients, and former colleagues.
– For the cost of stamp, business streams opened up which have lasted ever since, including Office
Depot, Heathrow Airport, and a range of beverage companies and retailers
– What has changed in the market is that opportunities have grown exponentially as the digital
revolution has taken grip
– Data now exists everywhere, and new forms of data tracking activities as diverse as the habits of bees
to the times you clean your teeth are appearing everyday
– Companies need people with the skills and expertise to not just look at the data but to also uncover
meaning and insight to be able to predict future trends and invest their marketing budgets on the
most effective activities for their brands
– Working together, you can supply that support to a range of people either you or we know already –
that is how the business has grown in the past and the opportunity is to become part of that story
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6. ©redrouteinternational2015
How many clients do you need?
• It depends solely on your ambitions
• For an independent consultant, a single client may provide
£50k - £100k of revenue for you per year
• So a span of 3 – 5 clients could be expected to deliver on
average c.£300k per year in annual revenue.
• Out of that, you could reasonably expect to retain £150k
• The key difference between this and being an employee is that
you would also be creating your own asset you can later sell
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7. ©redrouteinternational2015
What skills would you provide?
• There will almost certainly be at least one of the key services we
outlined earlier which you will be able to deliver better than
anyone else, especially if they are just setting out
– Which ones best play to your own particular skills & strengths?
• You have been there, faced the problems and found the solutions.
– So have we.
• So you would be joining a mutually beneficial network of trusted
advisers that will serve to magnify the value of your own skills
– Working together to build winning solutions
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