The #1 Way To Get ...

YOUR
10 free
insights MARKETING
inside! MOVING
 2

BIG
PROBLEM
Many, many businesses do not achieve
growth goals because they are under-
resourced in marketing. Or, they
don’t know what to do. Or, they can’t
afford the staffing.
Are you one of these? 3

Manufacturing Business Services Industrial

Distribution Healthcare Retail

President
CEO
Professional Services Technology Owner
Marketing Director
...
4

“
Probably so.
Something we find is Marketing is not only a resource
challenge, it’s generally misunderstood:
1. It is NOT advertising
2. It is NOT overhead
3. It is NOT a necessary evil
4. It is NOT throwing money away
5. It is NOT hard… with the right approach
5

“
What is Marketing?
1. Marketing is finding an Unfair Advantage for your
business relative to competitors
2. Marketing causes leads to find you
3. Great marketing programs drive sales
4. Great marketing relegates your competitors to the
“Death Quadrant”
5. Marketing should be a multiplier to your business,
at every level: sales, brand, profits, affinity, employee
brand, exit value too
 6

BUT
AGAIN...
Marketing is more complex today than
it’s ever been. Target audiences are
more fragmented than ever, as are the
methods to reach them. More,
channels and technologies continue to
explode!
Possible Marketing FTEs: It takes more today than ever before 7

Graphic
Marketing Director Videographer
Designer

SEM / PPC
Copywriter Web Developer
Specialist

Media Coordinator…
Photographer…
SEO / Content / Blog Planner…
Social Media Manager PR…
Strategist
Events...
More...
 8

$240,000
Whoa! That’s a big number!
That’s the annual cost for only 3-4 marketing FTEs.
Marketing coordinator, web designer, technical writer.
Can they really do it all?
9

“
To get your marketing moving
1. Use an Outsourced Marketing Department to
support your Marketing Director
2. OR get an Outsourced Marketing Department WITH a
time-shared Marketing Director…
3. Your new fully-capable Department will get your
marketing firing on all axes. Moving.
 10
How does it work?
1. Upfront, there’s a brief discussion about the initial direction for the work
2. You set your fixed, monthly subscription which gets you a minimum basket of
hours monthly that can be used anywhere we need to be
3. You meet your new team! It’s really exciting to get moving.
4. The next day, the work starts: usually the triage stuff no one knows how to do
5. Strategic marketing planning occurs in weekly or bi-weekly calls
6. Workflow, reporting, analysis, budgets and plans are easily accessible in an
online client portal
7. As the work just gets done… The marketing calendar self-populates with
success and learning for YOUR top and bottom-line acceleration
 11

The 10 Typical biz services that

are outsourced:
HR

Insights Accounting/bookkeeping
Marketing Department
Payroll
Why marketing outsourcing works.
IT ...
 12

Outsourced Marketing Department In House Marketing Team

Pay only for the FTEs you need, when you need them Pay full cost of FTE marketing staff, period

Expandable team to handle peak, changing workloads Delayed work during peak periods (when you need it most)

Bring specialists in and out of your team as needed Delayed work while you recruit & hire specialists or train

Latest marketing technology solutions Pay the full cost for your own licenses or don’t know/use

Back-up staffers for every role Delays due to vacations, sick days, terminations

Efficient workflow systems Bloated schedules. Typically, work expands to fill time!

Trained, certified and focused specialists Self taught generalists, experts in nothing

Highly experienced, senior marketer insights Expensive consultants...or expensive guesswork

Focus on your core business & skill sets Delays & disruption from managing non-core skill set

Reporting with analysis and action steps Finger pointing

 13

Okay, this new approach sounds good...

WHAT DOES AN OUTSOURCED MARKETING DEPARTMENT COST?
 14

$25,000 to
$50,000
Hey! That’s a fraction of the previous number!
That’s the typical, ANNUAL range for an outsourced
marketing department with DOZENS of FTEs at your
fingertips.
15

“
Hmmm… this is a new concept to me.

How do I choose an outsourced marketing

department?

What’s there to know?

 16

1.
NOT ad agencies
Should be a marketing services firm that is tactically agnostic.
Marketing is NOT advertising.
 17

2.
All the resources should be in-house.
A well-oiled team that can riff daily on client work together moves
fast, more economically, and does better work. A team of loosely-
knit freelancers or partnerships with competing priorities won’t cut
it.
 18

3.
Senior marketing planning is crucial.
The big win in outsourcing your marketing is getting senior
marketing experience as part of the team. Without this, your work
will be “tactical” and fall short in strategically moving your
business.
 19

4.
A proven model.
The firm should be able to articulate exactly how they
structurally offer an Outsourced Marketing Department and
review dozens of case studies.
 20

5.
It takes a sizeable firm.
The firm should have at least 20 employees of different skill
sets to provide the breadth necessary. More is preferred for the
desirable bandwidth and resource redundancy.
 21

6.
Make sure they have video inside.
So much of the marketing work includes video these days! A
true Outsourced Marketing Department should have a
photo/video team at your disposal. Again, NOT freelanced or
you’ll pay extra for that in so many ways.
 22

7.
Know what you’re buying
Very, very few firms are true Outsourced Marketing
Departments. Most bill under the old model: time incurred or by
project. The only way this works is a flat fee subscription, or
you’ll end up paying more more more.
 23

One of the nation’s

leading
Outsourced
Marketing
Departments
(OMD)
 24

1.
RSM is one of the first OMDs
RSM cultivated one of the first OMD models, by
structure and fee. As a result, RSM has been an
Inc.5000 company multiple times.
 25

2.
RSM has hundreds of clients
This is really important because that means we have
hundreds of case studies. We use new learning every day
from one client example to share with others.
 26

3.
RSM has lots of OMD employees
Okay, nearly 50. Each one has been trained in the OMD
model. Believe it or not, OMD has to be a client-centric
culture, not the traditional agency-centric model. It’s a big
deal, trust us.
 27

4.
Clients give RSM a high score
Clients really appreciate RSM. First, the turnover rate is low,
about 25% of the industry average. Second, the firm’s Net
Promoter Score is 2X the industry average.
 28

5.
RSM has billing integrity
When we with you set the subscription, we stick to it. Also, especially initially,
the work will always exceed the subscription, sometimes by a lot. We just
consider that part of ramping up. Over time, the work trends to fit the fee, so we
don’t sweat it. This is also a big deal.
 29

6.
RSM is in Kansas
Why is this important? Well, our principals have worked all around the world and
came home to raise families in Kansas. So we recognize the advantages.
Things like work ethic. Like hard work. Like straight shooting. Like humility. Like
taking on challenges without whining. Like low overhead. Like low fees. Like you
can’t get this on the coasts.
 30

7.
We’re nice people!
Hey, this is important. Nothing is worse than working with arrogant @#$%#s.
We’re not that. We have a servant leadership, interdependent culture built on
the Netflix model. Really. The culture is centric to successful OMD. We
celebrate client wins, clap, laugh. We take client work personally and seriously.
 31

8.
RSM has technologies
Yeah, every year we onboard new marketing technologies that often cost $10k+
each and every year, each! Then for clients who want to use these techs, we
pass along a fraction of the cost. It’s a team approach where everyone wins.
We’re also into Data Science… it’s the next edge.
 32

9.
RSM invests in training
Every year we send our people to the top industry events nationally to receive
training. They then come back and train their teams… SEO, SEM, Google-
specific stuff, creative thinking, marketing direction, media, production. Very few
clients provide this level of investment for their in-house teams.
 33

10. Last one.

RSM serves people like you
RSM is all about serving entrepreneurially-minded companies. Many marketing
firms serve verticals, like healthcare or telecom. RSM serves a mindset, a
winning, risk-taking mindset. RSM thrives best when there’s adrenalin in the
room, when the objective has been set and we’re all working to achieve it.
 34

Okay, bonus.
We have an anvil as our logo
What does that anvil mean? Well, we work hard. Often, you’ll see sweat, sparks
and even odors flowing from us pounding away on our client anvils. It’s a regular
thing. We work harder than we have to. We care more than is wise. We keep
working until it’s right. We forge new paths and results for clients.
 35

We appreciate your getting to this slide.

THANK YOU FOR YOUR INVESTMENT OF TIME.
Try our Outsourced Marketing Department for 3 months.
If you don’t like it, no problem. Walk away, no harm no foul.

But you will like it!

Get a genuine Outsourced Marketing Department 36

Mission:
Breakthrough

» Call Mike Snyder, Partner

» msnyder@rsmconnect.com
» 316.619.3962 (CELL)
» RSMconnect.com