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Topic: Other

The Unless Question On Roi

Posted by Anonymous on 5/28/2009 at 2:42 PM ET 55 Points
I work for a company that has been in business for nearly 80 years. Its gone through 2-3 owners. Even during these times, they are a fairly stable company.
My dilemma: they have a hefty clientele base with the same reps working it for a decade. If and when sales from those clients increase, how can I measure it was because of a campaign marketing did? The reps don't respond, but do use the resources marketing (or I) provide.

Any opinions or answers are greatly appreciated.
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RESPONSES

  • Posted by Gary Bloomer on 5/28/2009 at 3:02 PM Accepted
    Dear Sarainc,

    Measure effects by surveying your clients directly and testing for message awareness post campaign. Encourage reps to respond by offering incentives that are too good to pass up.

    You've got to create rep buy in and the best way to do this is to make them think it was their idea in the first place. Or, by linking rep results to commissions: fewer results, lower commissions.

    I hope this helps.

    Gary Bloomer
    Wilmington, DE, USA
  • Posted by michael on 5/28/2009 at 3:16 PM Member
    Sara,

    You just have to structure the deal so they have to use a product code or promo coupon

    Michael
  • Posted by Jay Hamilton-Roth on 5/29/2009 at 1:02 AM Accepted
    You have historical data, so you have a baseline to measure from. Assuming that your sales staff continues to sell the same way they have in the past, then the only variable that you're changing is your marketing message (unless you're changing the offer/price as well). Maybe your new marketing message makes the sale easier (it created a tipping point for the sale rather than causing the sale to occur from nothing).
  • Posted on 6/1/2009 at 2:46 PM Author
    Thank you for answering my question! The bad thing about my young career is not having a mentor to show me the way, the good thing about my young career, no one to tell me the errors of my ways!

    Best,
    Sara
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