Business to business

Cheryl YoungDirector of MarketingAmex Bank of CanadaCannot afford to miss:Evaluating a Channel: Direct MarketingBusiness-to-Business DaysSaturday, Oct. 23, 4 p.m. - 5:15 p.m.According to the Business-to-Business Days program, Xerox has undergone tremendous organizational change and moved its focus from single-channel to multi-channel...

Cheryl Young

Director of Marketing

Amex Bank of Canada

Cannot afford to miss:

Evaluating a Channel: Direct Marketing

Business-to-Business Days

Saturday, Oct. 23, 4 p.m. – 5:15 p.m.

According to the Business-to-Business Days program, Xerox has undergone tremendous organizational change and moved its focus from single-channel to multi-channel marketing.

In doing so, it had to evaluate many different approaches and begin the difficult task of integration.

Like Xerox, Amex has managed its merchant distribution network through a single channel – a direct salesforce.

This approach works well if your account base is concentrated in certain geographic areas and industries, and if your accounts are large enough to support individual account managers.

However, if you want to cost-effectively expand your distribution, you need to develop a hybrid approach.

We are testing multiple channels of distribution, and have conducted extensive analysis and modelling to determine which channel is most appropriate for which customers, and which has the biggest productivity gains for Amex.

We are finding that one of the critical points in our hybrid channel is the ‘handoff’ – between direct mail lead generation and the salesforce, or when the salesforce turns over accounts to telemarketing for servicing.

I am hoping there will be parallels in the Xerox experience which will provide insights into our own planning and implementation process.