After a year’s involvement with the DRG's Sales Improvement Program, Summit’s sales success was rising.
Yet it became apparent that without well-informed, targeted and exceptionally executed marketing, even the best-managed and most highly skilled sales people had limits. To draw people into the sales pipeline, consistently high quality marketing was needed.
In the past, Summit’s marketing had been mostly tactical; different ideas were tried, those that appeared to work were used, and then altered as needed. However, this approach brought frustrations. Summit’s management didn't feel they were getting the best value from the significant amount they were spending. In addition, it was difficult for them to see how the various pieces of their marketing puzzle fit together.
Realising this, Summit engaged DRG to work through their Marketing improvement process with them.
working with drg
Step one of the process was to extensively research Summit’s clients and internal stakeholders.
The feedback of those interviewed was extremely positive, confirming that Summit’s front-end designers, its products, and its delivery of these products, were excellent.
The research also uncovered some surprises. Foremost was that Summit’s markets were segmented and that the way to communicate to and service one particular segment needed re-visiting.
Building on this research, DRG worked with Summit to create their marketing plan. The plan contained a series of practical measures, both short- and long-term, that Summit could take to improve the key areas of its marketing.
An immediate and unforeseen benefit of the plan was the identification of funds that Summit could save from its media spending. These funds were redeployed in other marketing activities, which have generated more leads for its sales force.
This is just one example of the gains already made, with many more in development. Having realised the need to improve their marketing, Summit made a long-term commitment to the Marketing improvement process – and already they are reaping the rewards.