Having A Solid Marketing Plan In Place Saved Me From Total Financial Devastation And Closing Our Doors When The Calgary Economy Tanked
“I used to brag about how we ‘don’t need marketing’ because all our growth was organic through referrals; now I can see that attitude significantly limited our growth and earning potential. We would get 10 to 12 leads per year and close most of them; however, we weren’t acquiring enough new business to offset client churn, and our company was stagnant. Enter Robin…
We did so many campaigns in the first six months that it still astonishes me – and the positive change wasn’t just on the sales and marketing side. We made changes to the entire business, from operations to hiring to service delivery.
Then the Calgary economy suddenly crashed. We abruptly lost over $28,000 of MRR. It was a HUGE disaster for our local economy, and panic set in as many clients starting shrinking fast. One of our clients went from 125 employees to seven almost overnight. Other clients came to us begging for huge reductions in monthly spend. We even had a few clients give up and declare bankruptcy.
But thanks to the support of my accountability group and Robin pushing us, I continued to do marketing. We only implemented six Marketing Oil Wells, but those campaigns generated 125 leads and (to date) 25 new customers in just 12 months, with more projected to close. Thank goodness I had transformed into a sales-focused CEO rather than a tech- and operations-minded CEO; I know that change saved us from disaster when the economy tanked. While other IT firms were closing their doors, our revenues grew from $2.2 million to $2.9 million (a 33% increase) last year, and our net profit more than doubled. We got to work like never before, and it has paid off with huge dividends!”