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Session Description:
Unique
local market conditions — and unique
competitive situations — present
challenges for banks and other financial
services firms, who continue to struggle
with the age-old question of field
versus corporate control over marketing
efforts. Corporate control offers
consistency and economies of scale but
can miss local market nuances; field
control allows for maximum flexibility
and rapid response but tends to lead to
inefficiencies. Either way, unproductive
tension between the two can detract from
business performance.
So, what is the right mix? Which aspects
of the planning and execution of
marketing programs should be corporate
and which should be field? What
mechanisms, tools and processes do
leading companies use to coordinate
these efforts?
This presentation draws on CMG Partners’
experience working with financial
services and other firms on these
issues, including a benchmarking study
of how 15 Fortune 500 companies answer
these questions. Through this
presentation, you will benefit from the
following:
-
Understand the drivers that impact
corporate and field marketing
effectiveness
-
Gain practical insights and tools
from identified best practices that
leading companies have successfully
implemented to overcome common
challenges
-
Learn how to assess your
organization and how to prioritize
the issues most important to
effectiveness
-
Benefit from relevant case study of
recent CMG Partners client work done
with Fortune 100 financial services
firm and other non-financial service
firms
This
session is appropriate for senior
financial services executives with
responsibility for Retail Operations at
Corporate, Regional or Local Level,
Media Planning, Marketing
Communications, Sponsorships, Customer
Experience, Acquisition, Retention and
Loyalty Marketing, Product Marketing,
Market Research and Strategy Teams.
About
Rich Beatty:
As a co-founder of CMG Partners,
Rich has over a decade of helping
clients improve their position in the
market through the develop-ment and
implementation of strategic marketing
programs. These projects focus improving
the integration between national and
local marketing efforts as well as on
programs that focus on acquiring,
retaining, winning back and/or
increasing the value of customers. Rich
brings clients over 20 years of
marketing and consulting experience
grounded in the telecommunications,
Internet and service industries.
Rich’s client work has focused on
setting marketing strategy and
delivering market-focused tactical
programs that leverage both the art and
science of marketing. Recent projects
include those aimed at helping companies
improve the effectiveness of their field
or local marketing efforts through
improved coordination at the national
and local levels. These projects
included a benchmarking study that
surveyed senior marketing executives
from Fortune 500 companies within a
variety of industries including
financial services, quick serve
restaurants, retail and automobile
sector on how they handle national local
coordination. Another project involved
helping a Fortune 500 diversified
financial services company improve
alignment between corporate marketing
and field marketing teams. In addition,
Rich has worked with clients outside of
financial services such as Sprint
Nextel, XM Radio, Network Solutions (Verisign),
British Telecom, Intersections, Equinox
Health Clubs and Blue Cross Blue Shield
of North Carolina.
Prior to consulting, Rich worked at MCI
for 5 years directing all of Consumer
Advertising before helping the company
launch MCI Paging and MCI Cellular. Rich
also gained agency experience through 5
years in the New York office of J.
Walter Thompson. Rich has an MBA from
Kenan-Flagler Business School (UNC-Chapel
Hill) and a BA from Denison University.
About Octavio Sacasa:
As a manager at CMG Partners, Octavio
helps clients develop effective business
and marketing strategies. He brings a
mix of experience from both Fortune 100
firms and entrepreneurial companies in
media and financial services. Prior to
joining CMG Partners, Octavio developed
Hispanic/Latino-focused customer
acquisition and retention initiatives at
DIRECTV and Citi-Smith Barney. Octavio
is originally from Nicaragua and is
fluent in Spanish.
Octavio
earned a BA from Duke University and an
MBA from the Stern School of Business at
New York University.
About CMG Partners:
CMG Partners is a strategic marketing
consulting firm dedicated to helping
companies get more out of their growth
opportunities, customer base and
marketing investments by combining sound
marketing strategy with high impact
execution. CMG’s team of talented,
multi-disciplinary marketing
professionals work side by side with
clients to tackle issues ranging from
brand strategy and marketing performance
to the launch of new products and
services.
www.cmgpartners.com
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