| Client |
Leading technical software vendor |
| Challenge |
Identify high and low-performing marketing programs. Client had thousands of marketing programs and lacked quantitative measures and management attention needed to assess programs at the level of detail required. |
| Solution |
Introduce metrics based on program contribution margins.
- Sensibly allocate revenue to marketing programs
- Redefine the customer as the purchase decision network, not the person who places the order
- combine metrics and field knowledge of what worked and did not work.
|
| Client Impact |
Greatly improvement management's ability to identify and expand over-performing programs and to fix or eliminate under-performing programs. |
Related ModelSheet Model
A ModelSheet application on our website implements the basic marketing program profitability model. It includes allocation of revenues to marketing programs, depreciation of marketing programs over time, and the joint impact of different marketing programs on customers.
