Delivering customers to you” (Direct Marketing)

Direct mail is growing part of the marketing mix in many developed markets. Our client, the #2 player, was losing share in a growth environment. They’d had the weighty consulting report (not ours) and were reeling at the breadth and variety of recommendations.

We persuaded the new MD to support a “bottom up” change process – allow the sales management team, with their people, to prioritise, design and action a series of change initiatives.

In less than 2 months, this team developed the strategies, re-engineered the organisation structure, refined account management and new business processes, created new marketing materials and resolved a range of productivity issues.

Outcome

Sales growth (14%) exceeded stretch budgets in year 1, major competitive accounts were won and team motivation reached an all time high.

Why?...because it was their sales force, their ideas, their responsibility.