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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