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Md Case
1. MD Management:
Relationship Program
Customer Value. Right. Now.
2. Best Practice: Relationship Strategies
Customer Experience
Create Customer Value
Sales
Marketing & Activity Marketing &
Support Support
Feedback
Management
Technology
Plan – Execute - Manage - Learn
Customer Value. Right. Now.
3. Advisor and Corporate Planning Process
Total Company Plan
New
Customer
Plan + Business
Plan
= Total Plan
Plan Tracking Work Load Marketing Hot Topics Sales Support
Sales Rep #1 Sales Rep #2 Sales Rep #3 Sales Rep ‘n’
Sales Representative #1
New
Customer
Plan + Business
Plan
= Total Plan
Plan Tracking Work Load Marketing Hot Topics Sales Support
Customer Value. Right. Now.
5. Best Practice: Relationship Strategies
Customer Experience
Create Customer Value
Sales
Marketing & Activity Marketing &
Support Support
Feedback
Management
Technology
Plan – Execute - Manage - Learn
Customer Value. Right. Now.
6. Prospect Program: Pre-call Marketing
• Marketing pieces are timed to go out 8 days prior to planned calls
• Key Messages vary by segment
• Personalized from rep
• Drives calls, request for information and key contact data
Customer Value. Right. Now.
10. Reps Can Edit Each Program and Plan Who They Will Call
Bulk
Assignment
Select
Customers
Edit
Status
Program
Summary
Call Dates
Customer Value. Right. Now.
11. Best Practice: Relationship Strategies
Customer Experience
Create Customer Value
Sales
Marketing & Activity Marketing &
Support Support
Feedback
Management
Technology
Plan – Execute - Manage - Learn
Customer Value. Right. Now.
21. The Shift: From Sales Coaching to Management
Feedback
Sales Activity
Strategy & Analysis Sales Management
Sales
Desired State Performance Sales Activity Effectiveness
Sales Review Management Management
Training Sales
Sales data & key Calls, meetings, effectiveness
Current State success metrics proposals, sales data, Coaching
activities
Customer Value. Right. Now.
22. Best Practice: Relationship Strategies
Customer Experience
Create Customer Value
Sales
Marketing & Activity Marketing &
Support Support
Feedback
Management
Technology
Plan – Execute - Manage - Learn
Customer Value. Right. Now.
23. Test, Learn & Roll-Out Strategy
Learning
Test 1 Roll-Out 1
Learning
Test 2 Roll-Out 2
Learning
Test ‘n’ Roll-Out ‘n’
List Testing Sample Low High
Response of 5.0% 5,000 4.40% 5.60%
Response of 5.0% 10,000 4.57% 5.43%
Response of 5.0% 20,000 4.70% 5.30%
Response of 5.0% 40,000 4.79% 5.21%
Response of 10.0% 5,000 9.17% 10.83%
Response of 10.0% 10,000 9.41% 10.59%
Response of 10.0% 20,000 9.58% 10.42%
Response of 10.0% 40,000 9.71% 10.29%
Response of 15.0% 5,000 14.01% 15.99%
Response of 15.0% 10,000 14.30% 15.70%
Response of 15.0% 20,000 14.51% 15.49%
Response of 15.0% 40,000 14.65% 15.35%
Customer Value. Right. Now.
24. Results
Results are statistically
Overall Conversion
valid with a confidence
Relationship Prospect y%
Program interval of 95%
Control Group x% Test and control
groups were tracked
Incremental Lift 159% for over 48 months
Customer Value. Right. Now.
