Major bank plans sales marketing more precisely and efficiently
As one of the largest advertisers in its markets, the company has been missing its targets for years. The problem: a large number of subsidiaries, organizational units and regional units have to work together at different levels to ensure that the advertising and sales budgets used actually lead to valuable new customers. Due to the complexity, there is little transparency and people blame each other for the failure of the advertising measures - to the point of a dispute within the organization about whether the targets set are realistic at all. A common framework that is accepted by everyone and greater transparency are essential.
As part of a consulting project, Hase & Igel gemeinsam mit dem Partner Markendienst realizes, a unified marketing and sales funnel is defined, along with the decision-relevant KPIs for each stage. With NEUTRUM, data from all disparate sources across channels and organizational units are consolidated and mapped consistently to the respective funnel stages and KPIs. AI-driven modeling of causal relationships reveals the cost-benefit ratios of individual channels and their combinations. This results in a realistic, data-based calculation of target values that must be achieved to deliver the desired outcome, such as generated revenue (X€) or first choice (Y%). In addition, it develops Hase und Igel a planning tool extension for the service, enabling teams to simulate robust scenarios for future campaigns in real time, define appropriate budgets, and set target metrics that agencies and internal units can work with and against which success can be measured.
The universally accepted, objective framework and the shared view of the entire funnel lead to a massive improvement in collaboration between the various channels, organizational units and companies. By identifying misdirection (many leads, but little customer value), a significant improvement in results and savings in the millions are achieved. The goal of increasing the efficiency of sales marketing is more than just achieved - it is far exceeded.
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