Sales & Marketing
CPG has seen that an effective Marketing effort ‘joined at the hip’ with the Sales function can directly contribute to customer and revenue growth. Our practical approach and deep experience enable our clients to quickly tackle a discrete project or transform the entire Marketing and sales collaboration process. Working with our team, CPG’s clients have seen measurable performance improvement by leveraging data analytics to inform and optimize sales and marketing tactical execution.
How CPG’s Process Drives Increased Sales and Performance
Performance Sales and Marketing
CPG has helped our clients and their marketing agencies harness digital marketing and AI to significantly increase results and demonstrate an improvement in qualified leads delivered to the sales team. Successful use cases include deposit account acquisition, primary checking account growth, business banking, and wealth management. Recent client results include:
Product Redesign
CPG focuses on the competitive intensity of the market, with the customer’s point of view first, to help clients design products to address needs of the market and customers. CPG provides industry wide perspective on the product design process that enables improved product profitability and enhanced customer acquisition.
Marketing Spend Optimization
We help organizations transform marketing into an investment in revenue growth rather than an expense to be minimized. CPG has helped clients to calculate and define marketing’s impact on sales, brand awareness, and customer experience, while working with sales and marketing teams and agencies to optimize spend across all channels, markets, and tactics. Through comprehensive marketing campaign planning, CPG starts with the institution’s primary business objective and creates a plan and a budget required to achieve the goal.
Marketing Compliance
The regulatory environment impacting bank marketing programs and practices continues to evolve, expand, and intensify. At the same time, bank marketing teams are shifting more of their time and resources toward digital and ‘performance marketing’ programs to optimize both campaign performance and ROI. However, this shift brings with it a heightened level of regulatory and compliance scrutiny and risk, requiring new approaches, systems, and processes to ensure appropriate levels of risk mitigation while still maximizing marketing effectiveness. CPG is helping our clients navigate these rapidly evolving regulatory guidelines. Read our Whitepaper “Marketing Compliance Risk Landscape Rapidly Evolving”.
For more information on our Sales and Marketing solutions, please provide your name and email address and CPG will be in touch within 24-hours.
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Strategy
Segmentation and Value Proposition
Development
Marketing Strategic Plans
Marketing Department Transformation
Analysis
Market & Competitor Analytics and Benchmarking
Market Opportunity Analysis
Customer Segmentation Analysis, Value Propositions and Marketing Programs
Product Design and Development, including Pricing Models (more)
Customer Analytics
Marketing Spend Optimization
Assessment & ROI Analysis
Proprietary Market Research
Analysis & Execution
Customer Onboarding Programs
Sales and Marketing Linkages, Alignment & Collaboration Programs
Acquisition Marketing and Lead Generation Programs
Customer Retention and Relationship-Deepening Programs
Integrated Marketing Communications Programs
For more information on CPG’s Marketing Strategy Services, please contact Mark Gibson, Senior Consulting Associate,
508-322-8146.
Mark Gibson has been an innovator and strategic advisor to financial services executives for more than 30 years. Mark leads the Marketing Transformation practice at CPG and supports the focus on designing and implementing strategies for growth and improved profitability.
Mark works closely with Executive Management to help them craft business and customer strategies to achieve superior growth. This work includes strategic planning, customer segmentation, value proposition and product development, brand positioning, marketing and sales campaign integration, marketing spend optimization, and marketing strategy and program effectiveness. Mark’s experience is particularly relevant to enhancing deposit and household growth.
Mark is a thought leader on financial services branding, marketing and performance improvement. He often speaks on topics such as differentiation, marketing ROI, and best practices in U.S. financial services companies, and has recently spoken at both the ABA Bank Marketing Conference and The Financial Brand Forum. He is also a frequent contributor to ABABankMarketing.com and other industry publications.
