How do you identify best practices which produce exponential results? If you are running a marketing program with 100 partners, how do you find the tactic or tactics which produce not just a linear return, but an exponential one? Here’s a technique which has worked for me in the past:
1. Look at each of the partners and how many units or revenues each has achieved. Create a distribution based on percentages as follows: 0– 19%, 20 – 39%, 40 – 59%, 60 – 79%, 80 – 100%.
2. Look closely at 80 – 100% partners and ask them “What did you do to achieve your results?” Find common threads between the high performers and try to isolate specific practices (e.g. followed up on lead with a particular approach, better call list, varied sales script).
3. Look at the 0 – 19% and create a grid for what they did and did not do. See if there is a rough correlation between the high achievers (what they did) and the low achievers (what they did/did not do)
4. Run a test campaign that emphasizes best practices of high achievers as well as what not to do (low achievers) and compare results.
Here’s an example of the technique:
The three practices (paying for a quality list, extra training, and follow through on leads within a day) are likely to produce better results. By running a pilot test, it’s possible to identify how much these techniques increase results.
|Segment||Partner||Paid for a
|Optimized Script||Extra training
for call center reps
|Follow through on leads within 1 day||Online click to