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Two keys to growing a CRM practice

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Marcus Tewksbury
Marcus Tewksbury

In promoting CRM as a new service offering it is critical to clearly define the product offering (productize) and to focus on the particular needs of a tightly defined target market (verticalization).

BusinessTechnologie
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©themarketingmojo ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Avenues for growth… ©themarketingmojo ,[object Object],[object Object],Productization & Vertical Focus
Productization… ©themarketingmojo Customer Analytics Strategic Planning Campaign Design Multi-Channel Execution Creative Incremental Brand Enhancement Continuous Improvement ,[object Object],[object Object],[object Object],Measurable Contribution $ Productization & Vertical Focus CRM Framework
Vertical refinement … Productization & Vertical Focus ©themarketingmojo Make it a must read Reinforce current offerings Relate direct actionabilty Hunt with a Harpoon not a Net
Vertical extension … ©themarketingmojo Productization & Vertical Focus ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Closing the loop ©themarketingmojo ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Productization & Vertical Focus
©themarketingmojo ,[object Object],[object Object],[object Object],[object Object]
Marketing Interaction Map ©themarketingmojo Brand Direct Addressed Broadcast Engaged Pitch Catch Buzz Sentiment TV Radio Print Web Email Mobile Search Customer Relationship Marketing Scorecard Response
Customer Lifecycle ©themarketingmojo Discovery Competition Defection Leads Prospects Education Evaluation Purchase Acquisition Retention Service Customers

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Two keys to growing a CRM practice

  • 1.
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  • 4. Vertical refinement … Productization & Vertical Focus ©themarketingmojo Make it a must read Reinforce current offerings Relate direct actionabilty Hunt with a Harpoon not a Net
  • 5.
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  • 8. Marketing Interaction Map ©themarketingmojo Brand Direct Addressed Broadcast Engaged Pitch Catch Buzz Sentiment TV Radio Print Web Email Mobile Search Customer Relationship Marketing Scorecard Response
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