influence scoring system (iss) presentation prsa world

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HOW ISS GOT STARTED ¤  Search for a way to “change the conversation”

¤  A pivotal conversation with a very tough CEO

¤  “I know this is important, but how important?” ¤  “But how much of what you do is Luck v. Skill?” ¤  “Gotta keep the spend small and defensible.”

¤  Start with the Big 3: Revenue, margin, cash flow

¤  Work back to your functional investments

ISS: THE BIG DIFFERENCE ¤  Developed for business leaders – with their

collaboration, guidance and support. ¤  Road-tested for 8 years, across three public

companies, 5 agencies, and innumerable CxOs.

¤  Integrated tactical, operational and strategic platform – everyone can see everything.

ISS INTEGRATES ¤  Balanced system of accountability that

benefits both clients and agencies, and creates a hedge against opportunity cost.

¤  Gamification overlay harnesses classic sales

management approaches, allowing you to see “who, what, when, why and how” and manage operations more effectively.

¤  Logic path that CxOs recognize and respect,

and data correlations they need to make the right decisions.

IMPLEMENTING ISS ¤  Step 1: Think like a CEO

§  Work out the “strategic harbingers” §  “Reverse engineer” the causal factors

¤  Step 2: Understand your tactical performance §  Points abstract all your tactical metrics §  Build your data base so you can be predictive

¤  Step 3: Understand what “ROI” really is §  Build “income statement” of your function §  Run your function like an investment fund

¤  Step 4: Connect the dots with Sales §  A proven “jujitsu move” that makes it happen

ISS: TACTICAL MODULE

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ISS: OPERATIONAL MODULE

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EDI: THE DIFFICULTY FACTOR

ISS: STRATEGIC MODULE

BUSINESS BENEFITS ¤  Illustrates impact on demand generation, deal

expansion & sales velocity – trackable, measurable proxies for revenue, margin and cash flow

¤  Reframes conversation regarding relationship

between sales, marketing and communications ¤  Extends the marketing mix calculation ¤  Focuses business on Total GTM Investment

WHAT WE’VE LEARNED

CLIENT-SIDE: WHAT ISS ENABLES YOU TO DO ¤  Run your operations like a business, including prediction v.

outcome, performance, efficiency, opportunity cost, relative value, cost of success, and impact on sales productivity.

¤  Leverage tactical, operational and strategic KPIs to calibrate and optimize your mix of marketing and communications investment like never before.

¤  Think in new ways -- relative audience value, content half-

life, ad cost equivalency, and lost opportunity value. ¤  Transform conventional wisdom and old-school metrics into

tactical and operational insight that can accurately predict your future performance and “cost of success.”

¤  Spotlight what your team did, show how effectively and efficiently they did it, and explain its value to the business.

AGENCY LEADERS: WHAT ISS ENABLES YOU TO DO ¤  Work in unity with client, including prediction v. outcome,

performance, efficiency, opportunity cost, cost of success, and impact on sales productivity

¤  Eliminate client subjectivity around performance ¤  Automatically adjust performance objectives based on

increases or decreases in spend ¤  Leverage deeper understanding of cause-and-effect to drive

higher margins on client work

¤  Calibrate spend against objectives and environmental difficulty to deliver fair value to clients

¤  Competitive displacement

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