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Digital Refiners Marketing Strategy Map

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While many petroleum distributors struggle with how to make their web presence generate profits, we use Balanced Scorecard methods to drive measurable results. Use intelligent marketing concepts to drive more business. Here is a marketing strategy map example for Share of Wallet.

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Page 1: Digital Refiners Marketing Strategy Map
Page 2: Digital Refiners Marketing Strategy Map

� Support Petroleum Distributors with Technological Sales & Marketing Weapons

� Sales and Marketing Tools

○ Website

○ Web Presence

○ Marketing & Lead Development

� Balanced Scorecard & Six Sigma

○ Dashboards

○ Scorecards

○ KPI’s

○ Metrics

Page 3: Digital Refiners Marketing Strategy Map

� Balanced Scorecard for Marketing

� Strategy Map

� Tactical & Execution Elements

� Dashboard Example

Page 4: Digital Refiners Marketing Strategy Map
Page 5: Digital Refiners Marketing Strategy Map

Financial

Customer

Internal

Learn & Grow

Productivity GrowthROCE

More Profitable Brand

Alignment

Promotion

Engagement

Conversion

Improved Margins

Increased Share of Wallet

Increased Sales

Solution Partner Awareness

Clear Value & ROI

Human Capital

Information Capital

Organization Capital

Increased Pipeline

Value

Marketing Scorecard & Dashboards

Leadership & Social

Media Skills

Compelling Content

Technology Core

Content for Value

ROI Case Studies$olutions Impact

Customer PersonaAlways “Value”

Customer Engagement

SOW planningKey Account PlanningIndustry Penetration

3x3x3 Objectives

Technology

Web Asset ReviewLead Scoring

Marketing FunnelSales Funnel

Segmented BI Reporting

Presence & Position

Web & Social MediaBrands & Directories

Blog & PostCommunity Engagement

Page 6: Digital Refiners Marketing Strategy Map

Financial

Customer

Internal

Learn & Grow

Balanced Scorecard

Objective Measure Target

IdentifyCurrent $

Identify Gaps in our SOW

Margin Dollars Uncaptured

Product & Volume Growth

Financial Goals

By Rep, By Industry, By Brand

Bring new ROI to the customer

Use QBR’s to illustrate the business case

ROI for uncaptured SOW products/ Services

Track QBR progress 7 participation

ROI

Presentations to every key account

80% Key account QBR Engagement

Develop Collateral

Establish Milestones

Personas by industry

Done /Not Done

Metric & Scoring

Done Not Done

90 Days

90 Days

90 Days

Identify champions

Educate for engagement

Enable the tech and tools

Industry Champion ListCompetencyCoaching

EngagementDahsboard

30 Days

90 Days

60 Days

Action Plan

Initiative Budget

Discovery & Data Mashups

CRM Configuration

$3500

$3000

ROI Points for each industry to use in SOW

QBR report format and practice w team

Internal ~$2000

Assisted $3200

Content writing coaching and mentoring

Case Study & ROI brain writing

Included in Coaching & Mentoring

Industry Planning

Coaching & Mentoring

On goingAssessment

Assisted$2900

Included in pipeline coachingplan

Increased Share of Wallet

Engagement

Content for Value

ROI Case Studies$olutions Impact

Customer PersonaAlways “Value”

Compelling Content

Marketing Scorecards & Dashboards

Page 7: Digital Refiners Marketing Strategy Map

� SOW Success comes from executive focus on the results� While any rep can move SOW forward, the Quarterly

Business Review process○ Defines the structure of the conversation to make sure

sales presents SOW every time○ Creates a framework for value and not price dialogs○ Maintains transparency & accountability for both

marketing & sales

� Sales reps can always take advantage of any ad hoc opportunity to introduce new products and services

� Awareness to engagement to conversion is all measurable so you should see a reduction in the sales cycle times

Page 8: Digital Refiners Marketing Strategy Map

� Executive View

� Strategy Plan items completed

� QBR expectation vs. completion

○ Sales Pipeline Results

Page 9: Digital Refiners Marketing Strategy Map

� Rep View – Fran Fuel

� Expectations

� Results

� PossibilitiesRep Name SOW Rank

Sally Service 1

Fran Fuel 2

Carla Cardlock 3

Ed Equipment 4

Mike Maintenance 5

Larry Lube 6

Segment Goal Presentations Wins Losses Margin Goal

Actual

Margin

Calculated

Potential

Margin

On Highway 4 1 1 0 3,445$ 6,060$ 3,445$

Mining 5 1 0 1 11,120$

Oil & Gas 8 2 1 1 14,580$ 31,940$ 117,518$

Construction 5 1 0 1 2,200$ 2,200$

Ag 1 1 0 1 425$

Marine 3 0 0 0 1,230$ 1,230$

Industrial 2 0 0 0 1,750$ 1,750$

28 6 2 4 34,750$ 38,000$ 126,143$

Fran Fuel Territory SOW Analysis (All numbers annualized)

Page 10: Digital Refiners Marketing Strategy Map

www.DigitalRefiners.com

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