ABM Framework Proposal to Increase Enterprise Account Revenue
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ABM Framework Proposal to Increase Enterprise Account Revenue
- 1. Account Based Marketing Proposal December 2008
- 13. Analyses
- 14. FY09 Enterprise Account NCV Quota December 2008 Account Based Marketing Proposal
- 15. FY09 Enterprise Account NCV Quota (MM) December 2008 Account Based Marketing Proposal Source: CA Master Data Management Page based on Title Only from Slide Layout palette. Design is cacorp 2006.
- 17. Case Study: State Street December 2008 Account Based Marketing Proposal Initial Outreach Establish CA’s Relevance Executive Sponsors Women’s RT Speaking Opps Northern Innovations CA Days Case Study & Video Internal PR CW Honors Award Premier 100 Award Smart Enterprise keynote Smart Enterprise Article Award Celebration Long Term Relationship Building Limited Deeper & Broader 71 Executive Interactions $5.8 Million in pipeline moved/touched $4 Million in pipeline created Strong relationship Compelling events: New CIO Large ELA renewal Identify & assess contacts Baseline Assessment Results & Relationship Status Relationship Spectrum
- 18. December 2008 Account Based Marketing Proposal
- 20. Recommendation
- 23. NCV Proportionate Marketing Promo Spend December 2008 Account Based Marketing Proposal # of Enterprise Accts NCV Quota Promo Spend/Acct for ABM Accts Promo Spend/Acct for Other Accts 20 (0.8%) $83M (9%) $73,697 (9%) $5,629 (91%) 120 (4.5%) $252M (28%) $37,379 (28%) $4,662 (72%) 381 (14%) $456M (50%) $21,287 (50%) $3,603 (50%) 1,245 (47%) $733M (80%) $9,527 (80%) $2,317 (20%) 2,654 (100%) $912M (100)% $6,142 (100%) $6,142 (100%)
Notas del editor
- Input gathered from Tom Sadtler, VP Product Marketing, CATS via a meeting arranged by Karen Hocchhauser. Pilot goal was to better understand account’s business and needs. CA ADs already know most of this and document via account plan in SFDC.
- Input gathered from Ruth Rensink, AD for Best Buy, Medtronic, SuperValu by Pam Brantley Pilot goal was to better understand account’s business and needs. CA ADs already know most of this and document via account plan in SFDC.
- Input gathered from Dave Earhart, SVP Solution Sales; Brian Bentzen, Director Solution Sales; Jeff Ginter, VP Technical Sales; Sergio Perez, VP Area Sales; Adam Levy, Customer Alliance Program Manager
- Input gathered from Ginelle Osworth, AD for USDA by Elliott; Roger Homan, AD for CANADIAN IMPERIAL BANK OF COMMERCE by Regan; Tammy Hope AD for JP Morgan Chase and GE; Ruth Rensink, AD for Best Buy, Medtronic, SuperValu. No knowledge of CIDB
- Input gathered from Ginelle Osworth, AD for USDA by Elliott; Roger Homan, AD for CANADIAN IMPERIAL BANK OF COMMERCE by Regan; Tammy Hope AD for JP Morgan Chase and GE; Ruth Rensink, AD for Best Buy, Medtronic, SuperValu. No knowledge of CIDB EITM collateral not meaty enough. Sales currently creating their own x-brand collateral. Example is piece created by Chris Cox for US Treasury.
- Input from Tom Hayes, VP Product Marketing; Roger Pilc, SVP & GM
- 25% of the top 120 accounts are Prospects 36% of the top 386 accounts are Prospects There is only a 60% correlation between an account’s four year actual NCV and the NCV quota. For example, 150 accounts contributed 50% of actual NCV over a four year period, but there are 386 accounts quotas contributing to 50% of FY09 NCV.
- Examples of PR with account – article in Smart Enterprise magazine, success story, industry conference speaking, CA event speaking, etc.