Analyzing Results of Marketing Program
Problem: Marketing team needs to convince CFO that their multi-million dollar campaign will generate the required corporate ROI, but doesn't have real-world data to back up the assumptions in their proposal.
Solution: Design a financial model that incorporates the required information and all relevant assumptions, then design a scaled-down market test with live product data that can be traced and analyzed to confirm or defeat the hypothesis.
Result: Test data confirmed that the marketing program would have the intended effect on increased revenues in the targeted geographic markets and lines of business, thereby generating sufficient return to meet corporate ROI threshold. Findings were presented to CFO, and funding request was approved!
Determining Sales Team Effectiveness
Problem: Sales compensation costs increasing, management thinks they are not getting sufficient bang for the buck, and sales team worried that management is playing favorites.
Solution: Create a compensation plan based on the variable inputs that affect the division's bottom line, such as gross margin instead of revenues, secondary product sales volume, and efficient contract renewals.
Result: Costs controlled, sales people rewarded commensurate with their contribution to division profit instead of revenue, and objective data provided to management for reviews and promotions.