Raybec Case

Customer Value. Right. Now.

MD Management: Relationship Program


Technology

Best Practice: Relationship Strategies

Marketing &Support

SalesActivity Marketing &

Support

Feedback Management

Customer ExperienceCreate Customer Value

Plan – Execute - Manage - Learn


Sales Rep #1

Advisor and Corporate Planning Process

CustomerPlan

New Business

PlanTotal Plan+ =

Sales Representative #1

Sales Rep #2 Sales Rep #3 Sales Rep ‘n’

Total Company Plan

CustomerPlan

New Business

PlanTotal Plan+ =

Work Load Hot TopicsMarketing Sales SupportPlan Tracking

Work Load Hot TopicsMarketing Sales SupportPlan Tracking


Outcomes

Target Marketing Programs

Relationship Prospect Program Plan

Mail / Email Program




Call to Advisor

Prospect Management

CallRequests

Meeting Requests

Information Requests

Feedback

Advisor Notification

Fulfillment

Qualified - No Call Request

Optional Follow-up Call Calls Meetings New Clients

ROI


Technology


Marketing &Support


Support

Feedback Management




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


Quarterly Blueprint Email Program

Targeted Relationship Program

Landing Page


Landing Page Strategy Map


Reps Can Edit Each Program and Plan Who They Will Call

Select Customers

Bulk Assignment

Edit Status

Call Dates

Program Summary


Technology


Marketing &Support


Support

Feedback Management




Automated Fulfillment to Info Requests


Technology


Marketing &Support


Support

Feedback Management




Sales Support

ScriptsScripts

MessagesMessages

Sales ToolsSales Tools

Talking PointsTalking Points

ObjectionsObjections


Key Relationship Data

Preferences

Needs and Interests

Objections

Competitive Relationships


Technology


Marketing &Support


Support

Feedback Management




MD Fuse Marketing – Email Selections


Technology


Marketing &Support


Support

Feedback Management




Reps Activities are Updated with Call Requests


Sales Activity Management

Customize Report Filters

Review Key Metrics


Sales Management

Sales Training

Sales Activity Management

Calls, meetings, proposals, sales

Performance Review

Sales data & key success metrics

Sales Effectivenes

sManagement

Sales effectiveness

data, Coaching activities

Sales Activity

The Shift: From Sales Coaching to Management

Strategy & Analysis

Desired State

Current State

Feedback


Technology


Marketing &Support


Support

Feedback Management




Test, Learn & Roll-Out Strategy

List Testing Sample Low HighResponse 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%

Test 1

Test 2

Roll-Out 1

Roll-Out 2

Test ‘n’ Roll-Out ‘n’

Learning

Learning

Learning


Overall ConversionRelationship Prospect Program

y%

Control Group x%

Incremental Lift 159%

Results

Results are statistically valid with a confidence interval of 95%

Test and control groups were tracked for over 48 months

Raybec Case

Business

months customer value

info requests customer

sales activity management

key metricscustomer

sales coaching

marketing marketing

best practice

md management