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Situation
Protocol Marketing is a large creative services company that also owns and operates fulfillment centers, research solutions, call centers, data service centers, and strategic direct marketing services. Protocol has had a 20-year relationship with a nationwide retail client that was up for bid. The retail client was issuing an RFI/RFP to some of the largest direct marketing and fulfillment companies in the business. In order to be competitive, Protocol needed to show knowledge, value, and pricing that could secure the client's confidence and provide them the opportunity for a multi-year contract.
Excel in Marketing, LLC, Solution
Excel in Marketing was contracted for three months to provide expertise in Customer Relationship Management tools and best practices to the team at Protocol Marketing. With short notice, Excel in Marketing responded by conducting extensive research on the “best practices,” leading software contenders, and documenting the Marketing Automation Tools marketplace in 2003 in a white paper. Excel in Marketing joined the Account and Executive team to present this information to the client in-person as well as in the formal RFI/RFP process. Excel in Marketing then presented to the client, and provided a detailed roadmap for implementation.
Outcome
Protocol Marketing was chosen as the vendor in a (multi-million dollar), multi-year contract to provide the Marketing Automation Software Tool recommended, and design a customer dialogue program for acquisition and retention. This contract required extensive data services work, lead generation programs, and a customer lifetime value analysis through data segmentation, ranking, and prioritization for future targeted marketing campaigns. Because of Excel in Marketing's research, recommendations, and powerful presentations to their retail client, they were successful in sealing a multi-million dollar contract. |
