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Leading Internet Network Provider - Part 2
Project II: Reducing Marketing Costs
As our client's service division grew, so did the number of services they offered, and while some of the services were key to the division's success, many were redundant. Further, little was known about the services' individual profitability. If our client's service division was going to continue to succeed, it was necessary to consolidate the services and determine the individual profitability of the service offerings.
Frank Lynn & Associates evaluated all of the client's offerings and categorized them according to like properties. We then consulted with our client's indirect channel partners to determine which services their end-users valued most, how they would like to see the services bundled and what fees they were they willing to pay for the services. Finally, we determined which services were redundant and which services were the most profitable for the client.
In the end, we proposed that our client cut their offerings to eight key services. We developed custom profitability models for each of these services. Today, the client has eliminated the unnecessary services and re-launched their program in the United States. In the near future, they plan to do the same with their European partners.
While it is too soon to gauge the full impact of the program, early indications tell us that the program will be a success.
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| October 21, 2010 |
| Professional Sales Channel Management |
Using proven management tools, frameworks and methods to prepare channel managers to drive sales and market share through indirect sales channels.
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