working on some cool applications for mass marketing, website hits, independent agents & large scale direct mailers... all replicable implications for the MSP

Major U.S. city Ad Club- the most "amount of expertise" he's seen... Yesterday we were with a national continuing education company, the largest of it's kind in their vertical. Because the printer had done such a thorough job with their research, the "business questions" asked during the 90-minute first time interview were so thorough it led one of the five marketing executive participants to remark; "I'm a member of the _____ Ad Club and I attend the majority of their monthly meetings. This is the most comprehensive dialogue on a complete approach to the marketing mix I've ever heard or seen- clearly you folks know what you're doing and this is exactly the type of thing we're looking for. You've certainly demonstrated your expertise in this arena."

Based on the advanced-prep research the questions during the session were segregated into three tiers:

1. high-level questions about customer acquisition
2. mid-level questions about specifics pertaining to nuances of their business and changes to their marketing strategies (thier service line has morphed over the last three years)
3. deeper-level questions about their data strategies and media formats used to achieve their objectives

60 minutes into the 90-minute session the printer turned "marketing services provider" moved into presentation mode. In PowerPoint format on the basis of the conversation at that juncture the MSP selected "7 concepts" from their "20 concepts pre-flighted think book" and described how and where "marketing automation technologies" could impact the prospects business.

In the "concepts format" ideas explored are never delivered from the standpoint of solutions or what they could be doing better (implying possible insult or sub-par performance in their jobs). Rather, they are delivered from the standpoint of where these technologies may be able to "help accelerate their rates of growth".

There's a $2 million+ print contract up for grabs among six printers and yet this MSP didn't mention or "pitch" print once during the first 90 minutes. And, it's clear no other printer in the mix is talking to them this way. As of yesterday the account managers feel there's at least a 50% chance that they'll acquire the business; not bad odds considering they are one of six in the mix.

Their follow through session will be aimed at increasing their chances to between 70-80% chance of closing. Stay tuned for more.

Interesting business development discussion today with a junior marketing executive of a major hospital group. Had the opportunity to talk about an enterprise level approach to synchronizing marketing efforts while being sure to take appropriate "strategic steps" to get "from here to there" in the migration towards customer centric marketing. Most of the time these discussions occur at the senior marketing executive level where strategy and decision making authority lives.

In this case we were sure to edify the junior executive, provide coaching suggestions for the "sequencing of events" while ensuring that he would be placed as the "thought leader" within the organization as he approaches the various business units with our concepts on increased effectiveness, efficiency, measurement and synchronization.

He has already selected the three business unit targets of lowest hanging fruit:

• fund raising
• business operations
• doctor acquisition and retention

It seemed interesting that all three business unit selections were non-core health related and were more prone to the free enterprise side of the business.

Stay tuned for more as we continue to pitch the enterprise while consulting with him on the areas of highest priority and success quotients.

Converge Conference Two-day Session Details

Cool news! We've been given the opportunity to do an extensive workshop at this year's Converge Conference. Twitters link for the highlights..


Please note- this six-part series recquires pre-conference registration:


Business Make-Over : Roadmap To New Business Development (Part one of a six part series)
The Prospects for Selling Services at the CMO Level- Your Roadmap for Opportunity
In today’s business world the marketing and digital technologies that exist represent the biggest boom in the history of the print industry. This economy is paying off and the new structures your clients and prospects have are here to stay- take advantage NOW.
· Setting the table for the six-part series
· Why the CMO is endangered and what the opportunity means for you
· This isn’t easy; why you should have a structured plan of attack
· Examples of closed deals and deals in progress


Business Make-Over : Roadmap To New Business Development (Part two of a six part series)
Assessing and Preparing for Your Best Suspects
Many organizations experience incremental success but find trouble when they try to replicate their best deals with other clients. While opportunity abounds, having a structured format is your best bet for ensuring long-term growth.
· The “Account Qualification Profile”- an easy method for comparing your best opportunities
· The “Research Process”- what you’ll do to prepare differently for the enterprise-level business development cycle
· “Horizontal expertise” and why it pays off so handsomely
· Industry vertical tendencies- attributes you might anticipate from the biggest revenue opps



Business Make-Over : Roadmap To New Business Development (Part three of a six part series)
Getting in the Door & Closing Establishment-level Deals
Everyone is looking for “the magic bullet”. Guess what, it’s not about the cold call (although we will teach you what you need to know). Plus, there are huge differences when selling to the CMO- learn the details here.
· The “Elevator Pitch”- come prepared
· Situational variations for getting in the door
· Promotion strategies beyond direct marketing- is your brand ready
· Selling to the CMO
· Myth buster: enterprise-level selling does NOT take longer; the five step process for truncating the selling cycle while eliminating the competition
· Live examples- no theories here



Business Make-Over : Roadmap To New Business Development (Part four of a six part series)
Implementation Processes- H/R Requirements for Delivering on the Deals You’ve Structured
Who are the players and what should the compensation strategies be for smooth installations and sustainable client-vendor partnering relationships.
· Qualities of the “Rainmaker”
· The “Rainmaker” and the “Strike Team”
· To demo or not to demo
· Successful implementation schematics for different deal structures
· Compensation workshop
· Your technology mix- getting it up to speed



Business Make-Over : Roadmap To New Business Development (Part five of a six part series)
Putting the Business Development Model Together- Why a Structured Roadmap Must be Part of the Deal
Leadership and formal business strategy are critical components for long term transformation and sustainability
· Common elements of the business plan for 21st century business development success
· Balancing your core company with your new company- workshop experiences
· Pitfalls and common mistakes- learn from others that have gone before you



Business Make-Over : Roadmap To New Business Development (Part six of a six part series)
Wrap-up Panel & Follow Through to Ensure Progress
Owners, rainmakers, and salespeople in training will deliver their thoughts on what it’s been like to go through the business development makeover transformation. This session will include:
· Comments from panelists that are your peers
· Questions from the audience
· Wrap-up comments
· Sign-up for series follow through- your checkup after 30 days
· Peer groups for the intrepid few

We hope to see you there- for more details contact Lisa Pagano Kuch at (917) 922-1032 or email her at lkuch@wintersmg.com

MSP secrets- coming out!

It's time to open the kimono! We've closed a number of enterprise-level deals (on behalf of our service provider clients), over the past several years and we'll be using this and the Twitter forums to unveil the succeses from the field.

In upcoming posts we'll be covering how printers successfully crossed the chasm, we're some had harder times than others (no names for sure), and where the future of the "Marketing Services" industry is going.

Despite the "tough economy" we have found both from personal experience and from the experiences of other MSP's that the economy is working in favor of the savvy MSP!

There's much to tell and we've got many stories from the field. Stay tuned and we'll get specific right after this "practice blog".