Many Happy Returns Series Part III: Scale. Industrialise. Manage
Struggling to cement your band and achieve sustainable returns?
Welcome back to the final instalment of our Many Happy Returns three-part series: how to successfully deliver value to into your business and set strong marketing processes whilst doing so.
Series C: Scale. Industrialise. Manage.
From a series C marketing pot of £2-4m, your budget for series B marketing programs, excluding wages, will be £1m+, depending on sector and headcount which can be between 15-30. Having proved that there’s a broad audience for your proposition in series B, your strategy will now focus on capturing the whole of the available market. The goal will be to show blue-chip levels of predictable, sustainable returns. Success will be driven by consistent, systemised management.
Cement your brand, systemise demand, manage complexity
At this stage, your priorities will be embedding your brand in the minds of your customers, expanding your share of wallet, setting your marketing processes into the core of the business and consistently increasing ROI. Your challenge will be achieving this whilst working through the increasing complexity that scales as you grow.
Your plan may include:
- Brand advertising + sponsorship: across broadcast, ambient, print and digital media
- Demand generation: direct response marketing across multiple off and on-line channels, generating a consistent pipeline of new prospects
- Co-marketing: working with channel and other brand partners
- PR + social engagement: targeted messages for word-of-mouth spread
- Events: conferences + exhibitions, own-brand customer events
- CRM: programs to generate repeat sales from existing customers
- Digital marketing systems: CRM, marketing automation, web and social publishing, analytics + insight, digital asset management (DAM), product information database (PID), collateral production and distribution dashboards, customer and channel partner portals, partner training and accreditation platforms, apps and re-useable digital micro-services
- Standardisation: Your focus will be delivering a world-class customer experience. Your management teams will be working on programmes to establish best-practice sharing, collaborative working practices across departments, automated standard routines, performance benchmarking, customer feedback monitoring and continuous improvement programs
Put the customer first.
We started this article by seeing things through an investor’s eyes. Your aim was to deliver a return on shareholder value, achieving a higher valuation in the next funding round.
Then we explored how to develop adaptable marketing strategies, investing in the needs of the business through each stage of development. Each strategy invested in innovation to diversify revenue streams, and systems and processes to increase efficiency and ROI.
One thing we can be sure of throughout though, is to build value into the business, marketing will need to keep it focused on delivering value to the customer. As simple as that sounds, it’s amazing how difficult it gets as the business grows, and day-to-day organisational issues take over.