Marketing is a massive, multi-layered system for any large corporation. There are multiple channels and it’s no longer about running a campaign; it’s about building a relationship with clients through multi-faceted story telling.

And yet, companies still set up distributed email campaigns without any sales routines attached to them. The result? Open rates are average, click-through rates are low, bounce rates are high, and unsubscribes hurt the broader objectives.

One of my favorite systems to set up for companies with sales teams of 500+ is a distributed email + targeted calling framework. Your sales teams are already calling on their clients, so why not prime the call with product collateral, consistent talking points, and automated CRM updates?  

This changes the sales reach out from a general check-in call that simply meets the standards of care to a targeted product discussion that aligns with your business line sales goals.

It takes intention and collaboration to create the first initiative, typically working closely with executive leaders from sales, sales enablement or revenue operations, marketing, and analytics. From there, a repeatable system is in place, and each subsequent initiative leverages it.

Over time, the sales teams know what to expect and the marketing execution teams are running efficiently. Clients feel like your big company is working cohesively on the same topics. And everything aligns back to the top-line goals that your executives have prioritized.

The system we use includes 6 components, and we have a free information packet that you can download instantly. The system works when it is customized to your organization and we’re here to help with that.

We measure our success both in terms of the email campaign and your pipeline. Typical marketing metrics include click-to-open rates (CTOR), click-through rates (CTR), bounce rates, unsubscribe rates, and cost per lead (CPL) against the benchmarks for your industry. Typical pipeline metrics include % increase in new opportunities and projected increases in originations PTPP, revenue, account balances, or other key indicators that tie to business goals. These are measured against period-over-period baseline values.

We don’t believe in strategy that sits on the shelf, and our solutions span the full lifecycle of an initiative. We’re with you from strategy to implementation and leave you with a sustainable, repeatable framework you can use for future initiatives.