SWOT “Snapshot” for Strategic Marketing Weaknesses Wrong Salespeople in some markets Inconsistent with our Brand message – we’d essentially be telling a lie in those markets Young public company afraid to spend money You Get What You Pay For Fighting for Identity as a division of larger company All Competitors are Niche Strengths & Opportunities Consultant Hiring: Average15 Years experience in both public accounting and private industry, Regularly turn away those hired by our competition Personal Service and Quality of Work (huge opportunity!) Not Yet Known in the Marketplace – Can Set our Own Future!
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SWOT “Snapshot” for Strategic Marketing
Weaknesses Wrong Salespeople in some markets
Inconsistent with our Brand message – we’d essentially
be telling a lie in those markets
Young public company afraid to spend money You Get What You Pay For
Fighting for Identity as a division of larger company All Competitors are Niche
Strengths & Opportunities Consultant Hiring: Average15 Years experience in both public
accounting and private industry, Regularly turn away those hired by
our competition
Personal Service and Quality of Work (huge opportunity!)
Not Yet Known in the Marketplace – Can Set our Own Future!
Mini-Audience Analysis
Client Demographics
Expensive Audience to Reach
Salary from $100k++, Very tight schedules
Primarily Male, Age 40-60
Use “Gatekeepers” at many companies
Requires Strategic Selling & Marketing
Consultant Demographics
Same
Competitive Analysis & ROI
Competitor Spends (Maintenance Mode)
Big 4
$15B, 1-2% = $150 million - $300 million
Consulting
$500M, 1-2% = $5 million - $10 million
Second Six
$350M, 1-2% = $3.5 million - $7 million
Solutions Firm
$150M, 1-2% = $1.5 million - $3 million
SCENARIO 1: Taking Ground
TAKING GROUND
What would this look like? Every issue of CFO
Every issue of Internal Auditor
Every issue of State/Local CPA publications
Regular issues of local Business Journals
Regular Quotes in CFO & local Business papers
Quarterly White Papers & Speaking Circuit
Presence on Major Boards – Editorial, Associations
Financial Solutions Quarterly Survey in every CFO’s inbox
What would this feel like? CFOs ask for our quarterly research!
Create a Buzz
Fun! Hit the Ground Running!
Pride in our Company – Confidence Booster
Motivating for Salespeople – CFOs take their calls
Fast Pace
TAKING GROUND: Risks & Rewards
Risks Expensive to Execute (future ramp down must be imperceptible)
Must Manage Reputation & Messaging tightly – everyone on
same message nationwide; good timing for new Sales hires
Need Infrastructure to support fast growth – Consultants ready to