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Pitney Bowes Marketing Scorecard


To go back to the interview with former Pitney Bowes CMO Arun Sinha, click here.
Goal #1: Improve C-suite awareness of PBI brand by 20%
Goal #2: Achieve 40% understanding and commitment to brand values among customer-facing employees; 20% among all employees
Goal #3: Improve understanding of PBI value proposition by 20% among Wall Street and media
Goal #4: Reduce perceptual gap by 20% in customer brand rating; obtain 10% increase in awareness of PBI non-meter solutions
Specific Actions Success Measures Goal & Timeframe
Mass communication
Print, outdoor, online
 
Primary: Recognize and believe PBI is doing something new
Secondary: Understand that PBI offers range of integrated mail and document solutions
Starch readership survey: Top quartile among B2B advertisers on both recall and company association
Web: 5,000 visits to Web content pages, including case studies and other information
Target: Sales & service
Corporate presentation
Pilot program for local districts; focus on approach/proposals
Rollout to in-district training
Brand toolkit
Understand: Training & toolkit usage
Behavior: Use brand message with customers
 
 
40% of sales/service use brand toolkit
20% self-report using with customers
 
 
Target: All employees
Brand launch message, signage, wallpaper, brand bites, toolkit
Understand: Training and toolkit usage
20% understanding from internal survey
Target: Message-relevant coverage
Delahaye Quality Score
Continued "high" to "very high" through 2003
Target: Increase PBI contacts in A-tier
 
Contacts made
Perception audit
30% increase by 12/31/03
PBI understanding by contacts
Target: A-list coverage quantity
Delahaye Quantity Score
30% increase in coverage
Awareness of PBI non-meter solutions
Actions: Marketing activities listed above for Goals #1-3
Web to increase understanding of PBI and cross sell
Content publishing tool to allow 15% faster publishing
Increase promotions on pb.com for non-meter solutions by 15%
Test 3 online cross-selling ideas
 
Brand tracking: Awareness of PBI services in document management
Activity in solutions area of pb.com or other non-meter content
Business units publish content 15% faster
 
 
 
Increase from 33% in November 2002
20% of pb.com registered users visit solutions area
15% run rate after implementation Q3 2003
15% increase by end of Q3
10% response rate
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