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 that Hase & Igel is implementing together with its partner Markendienst, a uniform marketing and sales funnel is being defined with the relevant KPIs for decision-making. With the Neutrum EVO Optimizer, data from all the disparate pots across all channels and organizational units is brought together and a uniform mapping to the individual funnel stages and KPIs is carried out. AI-supported modeling of the interdependencies shows the cost-benefit ratios of the individual channels and their combinations. This provides a realistic, data-supported calculation of target values that must be achieved in order to achieve the desired effect, e.g. acquired sales (X€) or first choice (Y%). In addition, Hase und Igel is developing a planning tool extension for the EVO Optimizer in order to run through reliable live scenarios for future campaigns, set adequate budgets and define target values with which agencies and internal units can work 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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