Transcript:

Hi, my name’s Curt Fowler with Fowler & Company.  I want to talk to you a little bit about sales and marketing.  Growth is something that every organization wants more of, but unfortunately, in most organizations you find that we do a very, very poor job of managing and measuring how we’re trying to drive our growth.  

I was most recently working with a local company who was looking for some way to improve their year-to-year growth.  And what we found was that, although he did have some marketing efforts that have been done in the past, we hadn’t measured the effectiveness of those marketing efforts.  And we also failed to capture all the data that would really allow us to build a client database to allow us to reach, to track, how they touch customers every single day and how they can continue to create that thing that we all want in our organizations, a great sales funnel with a strong pipeline that’s going to feed us the right number of clients day in and day out.  

So what we’re able to do is go in and add measurement tools so we can track the effectiveness of the marketing that we are doing, as well as database tools that allows us to track every contact that we make and every potential sale that we touch.  And that is allowing that organization to do a much better job targeting their advertising where it’s most effective and really helping them with the follow-up on every single client, which in the end, is going to lead to a much better sales program.  

And the information that we’re gathering in this project is allow our client to be much more targeting in their future marketing efforts so that they know the return that they’re getting on every dollar spent.  And they’re also able to stay on top of every contact that they make.  And in marketing today, the database is what matters more than anything.  If you can reach out to your clients on a monthly, weekly basis, and really set yourself out as a front leader in your chosen industry, you can really – you will drive traffic, over and over again, to not only your website, but to your front door as well.  

For more information on this and lots of topics, please check out our website at ValuesDrivenResults.com.