How I’ve delivered over $350m in incremental profit.
$350m
Over my career I’ve helped deliver significant returns for my clients and businesses I’ve worked in.
This has come from a variety of tactics from the obvious acquisition and retention programs. But also from digging into data to unearth the biggest opportunities, to educating customers, and even a highly successful text messaging program that saved a business.
Big gains almost always come from a combination of tactic and teams working together to create a snowball effect of cumulative and accelerating gains.
They also come from a focus on the right objectives and metrics that directly impact sales, not fine tuning small elements.
This page provides an overview of some of the key ways I’ve delivered growth.
Specific case studies are available upon request. Please reach out if you want more information.
Growth through….
better customer acquisition
Better acquisition typically the most popular way to drive growth fast. But also one littered with failures - high spend activity that doesn’t deliver.
What’s helped drive the greatest impact is better audience targeting, test and learn programs, using first party data.
Its what you don’t do that’s also important. We’ve turned off unprofitable acquisition channels and even ALL activity, which helped re-set and drive greater returns.
Growth through….
Better conversion through the funnel
It can seem easy to fill the funnel with more acquisition, but most funnels are extremely leaky, and fixing the funnel first, is a key way to drive growth, and turbo charge acquisition.
We’ve found funnels with a 99% drop-off rate! Then identified key drop off points, and put in focused fixes that have delivered record results
Growth through…
Starting retention from day 0 onwards.
I’ve learnt that retention starts from the very first moment a customer interacts with you, not a year in when you’re trying to retain them. Creating exceptional onboarding experiences like we did with Volkswagen and NRMA, delivered a great customer experience and immediate business value.
Successful retention programs are a combination of communications, data, technology, people and process all working in concert. Too many programs are too complicated, costly and don’t deliver the returns they should.
Growth through…
The right product and channel mix
I’ve unearthed huge growth opportunities by taking a data driven approach to analysing product sales, profit and lifetime value. We’ve discovered brands selling products that delivered negative customer value.
We’ve also Identified gaps in product portfolio helping open up new revenue opportunities.
Growth through ….
Improving operations, process and technology
An overlooked way to drive growth is through driving efficiencies through process and operations. I’ve seen businesses operations fail halting growth - like call centres not calling back leads, orders being processed too slowly, workflows have broken down in platforms like Salesforce where departments aren’t following up.
Fixing these inefficiencies helps make
Growth through…
Galvanising teams towards growth outcomes
The last, but the most important way to drive growth. You need motivated staff who work collaboratively across teh business. Its the daily actions staff take in driving growth that will make the greatest impact of all. Not new tech, a new media agency, or a piece of data insight. Its about your ability to consistently operate in a way that focuses on growth. We’ve helped do this by aligning a business around a vision for growth, and by creating a core team to run an optimisation program.
This is also about helping grow teams capabilities to reach growth goals.
Growth through….
creating a blueprint for growth
Businesses are held back from growth for many reasons. Whether not knowing all the underlying causes, or not knowing where best to focus, or held back from the day to day grind of work. I’ve helped create a blueprint for companies to grow. This is a staged process from understanding the issues, creating a plan, to implementing solutions.