Case Studies

I have created selected case studies to demonstrate the results that I achieve.

PRODUCT/SERVICE DEVELOPMENT

1. A Group Benefits provider wanted to expand and modernize a suite of services.   Compiled competitive analysis of marketplace, revamped offerings, created compelling marketing materials and introduced incentives to sell services. Resulting in introduction of three new services and an additional three revised services generating $10.6 million within six months.
2. An Affinity Markets Division of a Financial Services Company wanted to broaden direct marketing and business-to-business sales. Researched, benchmarked, designed, priced and rolled-out six new products.  Resulting in revenue growth of $2 million in first year.
3.  A Podiatry Company wanted to expand the geographical footprint of the company.  Built a mobile laser service in New England and New York for doctors to use the laser in their own office with a technician, increasing their revenue with no investment.  Resulting in raising the company revenues by 40% with the new service.

BUSINESS/MARKET DEVELOPMENT

1. A global insurance company wanted to grow one of its profit centers. Created new products and revised existing ones.  Worked with the sales force to expand the number of producers in the distribution channel.  In addition, raised marketplace awareness of products through marketing materials, web site, advertising and other marketing techniques.  Resulting in growth of 375% over three years from $7 million to $26 million.
2.  A telecommunications firm wanted to increase the number of current prospects in the sales funnel.  Current customer profiles were analyzed as well as above average profitable niches.  The CRM system was overhauled to allow for data mining of past prospects to reinsert them into the top of the sales funnel.  The direct mail and advertising strategies were refocused on the nexus of the customer profiles that generated above average profit.  The web site was overhauled to support the new messaging.  Resulting in the number of prospects increasing 25% in first year.
3. A global insurance company wanted to commence operations in India when private companies were allowed to enter the formerly state controlled marketplace.  The offerings of the state insurance companies were analyzed.  Six new products were developed and priced to penetrate the new market.  A full range of training materials were created to educate the staff and marketplace.  Resulting in second year revenue of $8 million.
4. A Fortune 500 company wanted to grow a line of business.  Created new processes, aligned sales force goals, personally provided distribution channel training and education.  Resulting in 288% revenue growth in 12 months.
5. A telecommunications firm wanted to increase the number of current prospects in the sales funnel.  Current customer profiles were analyzed as well as above average profitable niches.  The CRM system was overhauled to allow for data mining of past prospects to reinsert them into the top of the sales funnel.  The direct mail and advertising strategies were refocused on the nexus of the customer profiles that generated above average profit.  The web site was overhauled to support the new messaging.  Resulting in the number of prospects increasing 25% in first year.

 PRODUCT/BRAND MANAGEMENT

1. A Financial Services Company wanted to increase the close ratio on quoted business while maximizing profit. Analyzed close ratio and profitability by SIC code and geography.  Reviewed pricing to simplify the pricing adjustment factors and revised base pricing to bring the two into alignment.  Taught Sales Representatives where to find “sweet spots” in their geographic area.  Resulting in the close ratio jumping by 25% in targeted areas.
2. A multi-line insurer desired to build out its Product Management and Product Development  Process.  Designed a new organizational structure. Hired and increased staff from six to 17 people.  Created a product lifecycle management process.  It included: strategy, annual planning, product development and enhancements, monitoring and product maintenance and support.  Resulting in sustained position as number 2 producer in disability insurance and number 5 producer in life insurance.
3.  A Chiropractor wanted to increase the number of visits of monthly members in the office.  Articulated a new office design and decor, including a kid’s play area, new web content and different office hours.   Resulting in member visits increasing by 25% in first six months leading to higher member retention.
4.  A Roadside Assistance Company wanted to strengthen ROI on its Service Contracts. Designed and created a new, bottoms-up pricing model signed off by CFO.  Resulting in the company shifting to strategic pricing. Thereby, avoiding unprofitable opportunities.
5. A Motor Club provider wanted to offer products most valued by its customers.   Designed and fielded online project researching benefits and features.  Resulting in identification of  winning concepts and creation of targeted marketing to potential customers.

 MARKETING/SOCIAL MEDIA

1. A large company with many operating divisions wanted to increase cooperation among business units to increase revenues.  Brought together representatives of many divisions and directed and led inter-divisional cross-selling activities.  Resulting in an extra $2 million in first-year revenue.
2.  A medical device firm wanted to increase quality prospects for the sales staff.  Drafted all the content for new website, prospect collateral, and materials for tradeshows.   Resulting in elimination of many marketing collateral pieces.   Generating 50% expense savings for sales materials provided to prospects.

BUSINESS TURNAROUND

1. A Fortune 500 company wanted to reinvigorate the Southwest Region in one of its operating divisions.  Replaced non-performing sales staff. Tracked strict accountabilities for sales calls, quoted and sold business.  Cancelled poorly performing accounts or re-wrote on more favorable terms.  Wrote quality new business.  Actions turned around the operation, which moved the business from a $560,000 loss to $1.13 million profit. Resulting in the Region being recognized by Senior Management for highest revenue growth in any divisional office.
2. A global insurance company wanted to stem the losses in Italy.  Traveled to Italy twice and reviewed the operations.  Evaluated and adjusted the business mix.  Raised prices on selected policies while poorly performing or non-strategic accounts were cancelled.  Created new rules about target market selection and profitability hurdles.  Resulting in $922,000 or 50% reduction in annual losses in the product portfolio.

BUILDING MARKETING DEPARTMENT

A global insurance company wanted to build a full service Marketing Department for the United States and Canada.  Negotiated Senior Management sign-off on blueprint for services to be provided.  Identified and hired staff while communicating to sales and services organizations about the panoply of available services.  Resulting in full capabilities for product development, sales collateral materials, market research capabilities and regular communications with sales/service representatives and distribution channel of 20,000 people.