While many petroleum distributors struggle with how to make their web presence generate profits, we use Balanced Scorecard methods to drive measurable results. Use intelligent marketing concepts to drive more business. Here is a marketing strategy map example for Share of Wallet.

2. Support Petroleum Distributors with
Technological Sales & Marketing Weapons
Sales and Marketing Tools
○ Website
○ Web Presence
○ Marketing & Lead Development
Balanced Scorecard & Six Sigma
○ Dashboards
○ Scorecards
○ KPI’s
○ Metrics

3. Balanced Scorecard for Marketing
Strategy Map
Tactical & Execution Elements
Dashboard Example

5. ROCE
Productivity
Financial
Increased
Share of
Wallet
Increased
Sales
Conversion
Customer Engagement
SOW planning
Key Account Planning
Industry Penetration
3x3x3 Objectives
Increased
Pipeline
Value
Improved
Margins
Clear Value &
ROI
Solution
Partner
Engagement
Internal
More Profitable
Brand
Alignment
Promotion
Customer
Content for Value
ROI Case Studies
$olutions Impact
Customer Persona
Always “Value”
Growth
Awareness
Technology
Web Asset Review
Lead Scoring
Marketing Funnel
Sales Funnel
Segmented BI Reporting
Presence & Position
Web & Social Media
Brands & Directories
Blog & Post
Community Engagement
Human Capital
Learn
& Grow
Marketing
Scorecard &
Dashboards
Leadership
& Social
Media Skills
Information Capital
Organization Capital
Compelling
Content
Technology
Core

6. Balanced Scorecard
Objective
Measure
Target
Action Plan
Initiative
Budget
Customer
Internal
Learn
& Grow
Margin
Dollars
Uncaptured
Financial
Goals
Discovery &
Data Mashups
$3500
Identify
Gaps in our
SOW
Product &
Volume
Growth
By Rep, By
Industry, By
Brand
CRM
Configuration
$3000
Bring new
ROI to the
customer
Financial
ROI for
uncaptured
SOW
products/
Services
ROI
Presentations
to every key
account
ROI Points for
each industry to
use in SOW
Internal
~$2000
Use QBR’s to
illustrate the
business case
Increased
Share of
Wallet
Identify
Current $
Track QBR
progress 7
participation
80% Key
account QBR
Engagement
QBR report
format and
practice w team
Assisted
$3200
Develop
Collateral
Done /Not
Done
90 Days
Establish
Milestones
Metric &
Scoring
90 Days
Content
writing
coaching and
mentoring
Included
in
Coaching
&
Mentoring
Personas by
industry
Done Not
Done
90 Days
Identify
champions
30 Days
Industry
Planning
Educate for
engagement
Industry
Champion
List
Competency
Coaching
90 Days
Enable the
tech and tools
Engagement
Dahsboard
60 Days
Coaching &
Mentoring
Engagement
Content for Value
ROI Case Studies
$olutions Impact
Customer Persona
Always “Value”
Compelling
Content
Marketing
Scorecards &
Dashboards
Case Study &
ROI brain
writing
On going
Assessment
Assisted
$2900
Included in
pipeline
coaching
plan

7. SOW Success comes from executive focus on the
results
While any rep can move SOW forward, the Quarterly
Business Review process
○ Defines the structure of the conversation to make sure
sales presents SOW every time
○ Creates a framework for value and not price dialogs
○ Maintains transparency & accountability for both
marketing & sales
Sales reps can always take advantage of any ad
hoc opportunity to introduce new products and
services
Awareness to engagement to conversion is all
measurable so you should see a reduction in the
sales cycle times

8. Executive View
Strategy Plan items
completed
QBR expectation vs.
completion
○ Sales Pipeline Results

9. Rep View – Fran Fuel
Expectations
Results
Possibilities
Rep Name
Sally Service
Fran Fuel
Carla Cardlock
Ed Equipment
Mike Maintenance
Larry Lube
SOW Rank
1
2
3
4
5
6
Fran Fuel Territory SOW Analysis (All numbers annualized)
Segment
On Highway
Mining
Oil & Gas
Construction
Ag
Marine
Industrial
Goal
4
5
8
5
1
3
2
28
Presentations
1
1
2
1
1
0
0
6
Wins
1
0
1
0
0
0
0
2
Losses
0
1
1
1
1
0
0
4
Calculated
Actual
Potential
Margin Goal
Margin
Margin
$
3,445 $
6,060 $
3,445
$
11,120
$
14,580 $
31,940 $
117,518
$
2,200
$
2,200
$
425
$
1,230
$
1,230
$
1,750
$
1,750
$
34,750 $
38,000 $
126,143

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