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Mobile Broadband: Sales Modeling


Business Issue
Even though our client was growing at a healthy rate because of increasing penetration, they were losing their market share. The key questions Marketing Clinic was requested to answer were:

  • How to accelerate growth to gain market share (What is required? Is there potential to invest more in marketing)?
  • What is the optimal allocation of the marketing mix?

Marketing Clinic Implementation

  • Analysis of 36 months of product sales data and marketing activities in combination with internal, external and competitive activities
  • Review of sales decomposition, showing marketing driven sales and base-sales levels over time
  • Analysis of sales sensitivity to multiple marketing vehicles
  • Review of marketing ROI levels and recommendations for budget reallocation and optimization


Strategic Implications and Business Results

  • Our client did not invest the optimal amount in marketing as there was still room for a 30% increase in the marketing budget
    • Budget increased 20% with a revenue increase of 30 %
    • Reallocation of marketing mix yields a 12% increase in marketing contribution
  • Sales modeling has become a bi-annual recurring event to calibrate marketing efficiency and provides valuable input for the sales forecasting process

Client Testimonial

The Marketing Planner has brought our marketing management to a new level in terms of alignment with strategy and targets but also cost control. The flexibility of Marketing Clinic in tailoring the tool to perfectly suit our needs and the user training provided by Marketing Clinic were key factors in enabling us to take the Marketing Planner into use so quickly and smoothly.

- Mikael Simelius, Vice President Marketing Communication and Branding, Wärtsilä Corporation