Scene: Your largest manufacturing partner calls you on a Friday with a unique, large and heavy opportunity. They’re releasing a new product and to jumpstart sales, they’d like to spend money in PPC at the local level for all of their vendors – and they’ve selected your agency to execute.
Opportunity size: The math is impressive. The manufacturer would like to spend $750 per month on behalf of all 900 certified vendors over the course of 3 months. Today is your lucky day... a $2 million media buy just fell into your lap! You run into the next executive meeting with a huge smile, only to be hit with a harsh reality.
Reality: Even with your recent speed-to-launch improvements, it still takes an average of 6 business hours to launch a new PPC account… and with your team of 3 launch specialists, it would take your company over 11 months to launch a promotion that ends in 90 days. Even if you could hire a fleet of talented launch specialists quickly, the operating expense is prohibitive and the $2mm business deal simply doesn’t make business sense. So sadly, you have to turn away from the opportunity.
Digital marketing companies all over the world limiting their growth mindset, and even turning away large media buys due to manual launch processes that are both dated and commonly accepted as normal. In today’s data driven world there are ample opportunities to re-think your launch strategy to leverage data and not manual process.
If you cannot launch tens, hundreds or thousands of accounts in a matter of days, you’ll be overtaken by a market leader who can. When it comes time to launch, are you ready?
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