Identifying critical steps for a Successful Transition
CHALLENGE – Over the last 10 years, there have been major changes in the advertising, marketing, and public relations space. A good, overarching description of this change is the transformation of an ADVERTISING MONOLOGUE (where brands were in control of one-way messaging and advertising that consistently created awareness, attraction, and sales) to a MARKETING DIALOGUE (where brands anticipate the needs of their customers and manage/influence the conversation through technology, thought leadership and tactical execution). Two long term, successful organizations, with great reputations had a desire of creating next generation sustainability and value. While both organizations were dealing with preserving legacies, as
Creating a Strategic, Profitable Vision
CHALLENGE – Approximately 12 months after closing a Series A round of funding; this Charlotte, NC, based startup was struggling while facing multiple challenges. Most notably, they were lacking a “road map” that would lead to profitability. ACTIONS – PH Consulting was retained to provide executive/strategic oversight for specific market research, SME (Subject Matter Expert) research and ideation process necessary and associated with the production of a Strategic Plan and Presentation Deck. Over the next 120 days, PH Consulting established the foundation for a Consolidated Profit and Loss statement that would allow the company to report on the five (5) potential sources
The Importance of Contribution Margin
CHALLENGE – Post-merger, the now 20-year-old international company was in need of a re-envisioning of expectations within the Finance Team as well as a structured, yet practical way to measure the Sales Team’s contribution to the organization. The company was facing the challenge of integration with a lack of urgency, structure, and focus from both departments. The company lacked financial discipline as well as excessive selling expenses. Setting commissions aside, to run a profitable sales/service organization, you must have complete control of not only your costs, but also which costs should be appropriately recognized (within the P&L), and attributed to,
Boosting Your Brand
CHALLENGE – The company was facing an external perception issue that originated with the company’s original brand. The fifteen-year-old company had made tremendous strides in capabilities that included technology advancements and enhanced services for clients since inception. Further, the company had recently expanded the sales force by approximately 30%. At the time, the company was making it to the “final” 3 to 5 companies in almost every RFP opportunity in which the company participated. However, the close ratio was not improving! ACTIONS – The goal was to alter outside perception of the company without changing the culture inside which was family orientated