Sage

Marketing investments optimization

Background

The existing organization was characterized by scattered business units (professional  offices, start-ups, SMEs, and mid market companies) that generated:

  • Limited marketing procurement control.
  • Lack of visibility on need management.
  • Poor communication between business  units.
  • Scattered processes, know-how and skills.
  • Difficulty in monitoring and controlling contracts.
  • No marketing investments optimization

Highlights

Sage is one of the world leaders in Business Management Solutions and Professional Offices.

> 24 countries

> 21 offices in Spain

> Over 13,000 employees worldwide

> 1,200 employees in Spain

> 17,000 offices and advisors serving in Spain to 1.3 million SMEs

Objectives

  • Optimize investments.
  • Control and monitor.
  • Achieve savings.
  • Investment visibility.
  • Establish marketing purchasing procedures.

Solution

Implementation of Fullstep procedures and methods for marketing purchases, in all business units, company-wide :

1. Buyers training.

2. Design and implement a savings plan:

  • Creative Agencies: Agency selection, review of “Scope of Work”, definition of dedicated team structure, pyramid of fees and analysis of proposals.
  • Online Agencies: SEM, SEO and RRSS, with the goal of optimizing investment through the selection of specialized agencies and negotiation of fees.
  • Audiovisual production and post-production: Provide visibility on production investments, budget analysis according to official formats, and introduction of standard rates.
  • Telemarketing Services: compare current situation vs market, improve economic conditions, consideration of the current partner’s  “added value”, and implementation of improved conditions.
  • Graphic Production and Online: Standard pricing for agency & studies and implementation of a standard rates (artwork and adaptions, online programming, display).

3. Monitor savings plan and ensure the achievement of objectives and identified savings.

Result

  • Significant levels of savings and investment optimization:

_ 11% in creative agencies

_ 12% in online agencies

_ 10% in audiovisual production and post production

_ 23% in graphic production and online

_ 11% in telemarketing services

  • Implementation of new procedures among Purchasing and Marketing.
  • Visibility and traceability of investment.
  • Purchasing dept. positioned in marketing.
  • Global savings : ROI > 270%.
  • Improved efficiency in the purchasing process.
Cerrar

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