We talked previously about using value maps as a guide to treating different customers differently as you market to them. Now it’s time to take a look at the idea of Marketing Allowable and how to not spend more communicating to a group of customers than they are worth (to you).
The tool we use to do this is the “Marketing Allowable“.
In essence the marketing allowable allows you to determine how to invest your budget and limited staff resources to gain the biggest impact. [Read more…]