The watering can principle and impersonal mass advertising are now outdated concepts. Campaigns that deliver targeted messages to selected potential customers offer far better value for money. However, they are only effective if the individual campaigns are systematically integrated in customer-specific sales processes. zeb/ supports banks in the process of integrating the entire campaign process in the marketing strategy and management framework, and systemizing all steps from annual planning to operational implementation.
zeb/campaign management creates permanent organizational and technical campaign management structures enabling you to optimize the quantitative and qualitative contributions of past campaigns to the achievement of objectives. At the same time, we provide additional motivation to your employees and managers, who learn how to use campaigns and discover that they can considerably boost sales. We create transparent objectives and map them on a timeline relative to the campaign. This considerably increases the sales team's acceptance of them.
Our specific approach:
- First of all we define the strategic role that campaigns play in the sales process in conjunction with you.
- We then design tools which enable the sales management team to enhance the efficiency of individual sales campaigns. These tools include templates for systematic campaign planning, the design and installation of controlling instruments and campaign follow-up tools.
- We then define the central elements of a systematic campaign process at a final workshop attended by the sales managers, controllers and sales staff.