Business challenge

After the Internet bust, Internet Services Providers (ISPs) were scrambling to determine how to maintain profitability and yet grow revenue and share. Having operated previously with leads and new business under the build-it-and-they-will-come model, now this ISP needed to build a guerrilla sales and marketing process to develop demand and revenue growth.

How DemandROMI helped

DemandROMI developed a three-pronged strategy. The first prong was a direct marketing model built on telemarketing and direct response lead generation. The second prong was the development of a multi-tiered channel program that could be used to deliver more business at lower selling costs. The third prong were the implementation of meaningful metrics to ensure success at all points throughout the sales cycle. With this back-drop, the sales and marketing process was fully automated using a CRM tool providing tracking and metrics of all aspects of the sales and marketing process.

Revenue growth delivered

At all phases of the program, ROI was critical to continued program funding. In the first three months of the campaign, revenue growth of 25% was achieved. In addition, a pipeline worth double the current revenue was generated that eventually led to increased revenue growth, year over year, of 50%, in a market that was growing at only a 10% annual rate.

Double the number of channel partners versus plan were signed up, yielding an enormous revenue growth opportunity for the following years. This program delivered revenue with a 23% higher marketing ROI than plan, providing immediate, metrics-based, low-risk results.