Smps mar2011
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Slides from Presentation to SMPS Wisconsin chapter on March 17, 2011.
![Show Me the Money: Stories from Winning Proposals and Where to Save Money Winning Work Laura Ricci, M.B.A. 1Ricci LLC ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/smpsmar2011-110316112506-phpapp02/85/Smps-mar2011-1-320.jpg)
![Goals for this workshop ,[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Smps mar2011
- 18. Goals to Metrics
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- Stand up and move. Walk a bit to give your body some motion. How I put this presentation together: What are the marketing initiatives that saved/made us the most money for smallest investment? What were my highest ROI projects? Some of them came to mind immediately. And then I took out some of my scrapbooks to find the details and examples, and check for other projects that might be helpful to members of SMPS. Here’s something I’ve found useful in my career: keeping scrapbooks of my work. These two are from two A&E firms, Nolte in California and Radian, now URS. Some of these will help small to medium sized firms, some will help larger firms. And I hope to inspire you to try more than you would otherwise. You are likely to be one of the leaders in looking outward for your company, so this is important responsibility I’m suggesting you grasp. ##
- Tell a story about disclosing the top 20% to all employees and helping everyone focus on supporting the top revenue generators. ##
- Grade your customers turned out to be the easy part! Dump the D customers to free up time and resources for your A, B and C customers Refer them to competitors Use your A customers as a filter for your marketing efforts. Keego Harbor Marina took over 15% of the marketing budget and was a D customer. KCM Developers was an A customer for whom we did no marketing support of any kind: Engineers Week at the Children’s Museum ##
- PRISONERS DILEMMA We’ve bought your firm. Because we have redundancy in marketing, we’ll be reducing staff support. If you’ll just tell me why the other person should be let go, your job will be safe. If both of you give me reasons, I’ll make you both part time. If neither of you talks, I’ll reduce your salaries by 10% and have to keep looking for cuts. ##
- “ Nolte does all that kind of work around here.” Managers show up at random meetings, and the word gets around fast that there are bed checks. Letters of support from immediate supervisor, later office VP, and President at the end. ##
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