Deliver Maximum Wood Behind The Arrow.
Extensive work with Hewlett Packard helped create more effective direct mail campaigns for the company's Field Marketing Organization. Early assessment of these programs determined that those developed and driven exclusively by the marketing department, without the input and support of the sales team, resulted in poor ROI. Turning programs that were previously ineffective into highly integrated sales programs became the goal. Subsequently, over 50 direct response vertical market programs were developed, tracked and measured individually; taking the entire sales cycle and chain of influence into consideration prior to each. Both internal and external publics were studied and their input received. Special consideration was given to the sales team's perspectives and the target prospects' areas of concern and hierarchy of decision making. Two weeks prior to each program launch, the sales force received appropriate training, program announcements and copies of the mailing pieces and related literature. This attention to detail and consideration of all related publics produced above average response results of 5%, with a conversion rate of 23% to qualified sales leads.
