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The Logistics Council Marketing Planning Presentation March, 2013 www.thefrantzgroup.com
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The Logistics Council Marketing Planning Presentation · The Logistics Council Marketing Planning Presentation . March, 2013 .

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Page 2: The Logistics Council Marketing Planning Presentation · The Logistics Council Marketing Planning Presentation . March, 2013 .

Agenda • General Schwarzkopf Reviewing the US Gulf War Strategy

– Introduction to the “War Zone” We Call A Marketplace • Introductions • Review Needs • About Frantz Group • The Six Steps Of Integrated Direct Marketing • Next Steps

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Page 3: The Logistics Council Marketing Planning Presentation · The Logistics Council Marketing Planning Presentation . March, 2013 .

Your War Zone Called The Marketplace

• “War is a matter of vital importance to the state: a matter of life and death, the road either to survival or ruin. Hence , it is imperative that it be thoroughly studied.” Sun Tzu The Art of War

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Page 4: The Logistics Council Marketing Planning Presentation · The Logistics Council Marketing Planning Presentation . March, 2013 .

General Schwarzkopf Reviewing the US Gulf War Strategy

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Page 5: The Logistics Council Marketing Planning Presentation · The Logistics Council Marketing Planning Presentation . March, 2013 .

Introductions • Frantz Group

– John Frantz – President, The Frantz Group » Principal of Frantz Channel Acceleration

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Page 6: The Logistics Council Marketing Planning Presentation · The Logistics Council Marketing Planning Presentation . March, 2013 .

Who is Frantz Group? • Frantz Group is a world class marketing operations strategy and execution

support company. • FG provides business-to-business integrated direct marketing planning, content

development, execution services and ongoing campaign management to innovative solution and technology firms, their channel and partners.

• Why learn and innovate with Frantz Group? – Smaller, boutique, focused; 18 years in BASW, 19 years in hardware

• Long-term clients - IBM, Dassault Systèmes, etc. • Dedicated to continuously enhancing our clients core marketing assets and

processes in addition to generating leads • Proven best practices

– Tight operation where senior people collaborate

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Page 8: The Logistics Council Marketing Planning Presentation · The Logistics Council Marketing Planning Presentation . March, 2013 .

What Is Your Marketing Opportunity? • 3PL Is Growing Four times faster than the GNP • Consolidation of the Market Place Creates Opportunity • Market Share Growth

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Page 9: The Logistics Council Marketing Planning Presentation · The Logistics Council Marketing Planning Presentation . March, 2013 .

Inquiries

Marketing Qualified Leads (MQLs)

Sales Qualified Leads (SQLs)

Closed/Won Business

Sales Accepted Leads (SALs)

There is a six-fold difference today between average and best practice

Revenue Engine Performance

39

23

11

2.5

13.4 5.7

1000

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Page 10: The Logistics Council Marketing Planning Presentation · The Logistics Council Marketing Planning Presentation . March, 2013 .

The Short List of Typical 3PL Marketing Outcomes

• Lack of Predictable, Reliable Marketing Results • Insufficient Volume of Qualified Leads To Make Revenue Plan • Unsuccessful Competitive Strategies • Slow New Market or New Product Penetration • High Cost of Sales • High Cost of Marketing • Competing With Larger Firms?

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Page 11: The Logistics Council Marketing Planning Presentation · The Logistics Council Marketing Planning Presentation . March, 2013 .

Which Are Your Root Causes? • Proliferation of Marketing Techniques and Tactics • Tough, Entrenched Competition • Target Market Choices are Difficult • Missing A Comprehensive Strategy and Marketing Plan • Needle in a Haystack Marketing Required • Longer Sell Cycles Required • Inadequate Internal Marketing Headcount • Crazy Busy Prospects • Recent Turnover Drives Low Marketing Data Quality • Higher Level Decisions • Longer Buying Cycle Due More Participants and Process • High Demand For Strong Content • Common Practice of Internet Research Before Live Dialog

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Page 12: The Logistics Council Marketing Planning Presentation · The Logistics Council Marketing Planning Presentation . March, 2013 .

TIME

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Page 13: The Logistics Council Marketing Planning Presentation · The Logistics Council Marketing Planning Presentation . March, 2013 .

Integrated Direct Marketing

Data Management Capturing market intelligence and managing to a database

Market Management Selecting markets to pursue

Integrated Marketing Campaigns Designing and executing campaigns and inbound marketing that address the needs of these markets to achieve sales objectives

Lead Management Managing identified opportunities until the customer makes a buy/no buy decision

After Market Efficiently nurturing on-going relationships with our established customers in support of sales objectives

Integrated Marketing is the structured approach to creating profitable relationships with customers and prospects through the coordinated use of selected communication tactics. This is accomplished through a series of quality

marketing processes which are linked together.

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Page 14: The Logistics Council Marketing Planning Presentation · The Logistics Council Marketing Planning Presentation . March, 2013 .

Sample Market management process

INVEST PURSUE

DIVEST HARVEST

Attr

activ

enes

s

Ability to Capture

Marketing spend should favor accounts that are more attractive and more likely to buy

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Page 15: The Logistics Council Marketing Planning Presentation · The Logistics Council Marketing Planning Presentation . March, 2013 .

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Page 16: The Logistics Council Marketing Planning Presentation · The Logistics Council Marketing Planning Presentation . March, 2013 .

How has marketing changed? ...The Past

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Page 17: The Logistics Council Marketing Planning Presentation · The Logistics Council Marketing Planning Presentation . March, 2013 .

How has marketing changed? ...The Present

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Page 18: The Logistics Council Marketing Planning Presentation · The Logistics Council Marketing Planning Presentation . March, 2013 .

x x

x x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

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Consultants

Microsoft/ MS Channel

x

= Industry Vert.

= Installed ERP

= Looking

ERP WAR ZONE

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Page 19: The Logistics Council Marketing Planning Presentation · The Logistics Council Marketing Planning Presentation . March, 2013 .

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Page 20: The Logistics Council Marketing Planning Presentation · The Logistics Council Marketing Planning Presentation . March, 2013 .

Top Targets

Pursue + Some Harvest

Segments

Invest + Some Harvest Segments

Remaining Target Universe

• Top Pursue Customers • Top Active Funnel • Past Customers • Past Prospects • Top 100-200 Target Accounts

FG Client Marketing Investment Sizing

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Page 21: The Logistics Council Marketing Planning Presentation · The Logistics Council Marketing Planning Presentation . March, 2013 .

Lead Production Lever Example

Position Brand

Awareness SEO

Content

Data Accuracy & Completeness

Competitive and Economic Pressures

Strategy and Budget Lead Quantities

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Page 22: The Logistics Council Marketing Planning Presentation · The Logistics Council Marketing Planning Presentation . March, 2013 .

We have to outsmart the marketing challenge

Often, this takes more than just calling.

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Page 23: The Logistics Council Marketing Planning Presentation · The Logistics Council Marketing Planning Presentation . March, 2013 .

5. Continuous Monitoring & Adapting

to Change

4. Marketing & Strategy Execution

3. Marketing & Strategy Planning

2. Immediate Corrective IDM

Actions

1. Starting Situation

Assessment

FG Planning Process

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Page 24: The Logistics Council Marketing Planning Presentation · The Logistics Council Marketing Planning Presentation . March, 2013 .

Thank You

For additional information, please contact either

John Frantz (262.204.6005, [email protected]) or

Ken Heun (262.204.6021, [email protected])

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