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FOR
IMMEDIATE RELEASE Outcome-Based
Marketing Brings Accountability to Professional Service Firms |
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Pittsburgh, PA, February 20, 2002 – Professional Service Firms (PSFs) like law, design and accounting firms, can now better measure the return on their marketing investment (ROI), thanks to new assessment tools developed by Droz and Associates and its Institute for Marketing Accountability (INFORMA) division. The assessment tools are a component of Outcome-Based Marketing (OBM), which, according to Dan Droz, chairman and CEO of the firm, “is a set of principles, techniques and tools that guide marketing and communications efforts toward tangible outcomes.” A former faculty member at Carnegie Mellon University and a 22-year veteran in marketing PSFs, Droz has pioneered the techniques of Outcome-Based Marketing and Marketing Accountability. The firm’s strength in balancing creativity and accountability is now augmented through the merger of Droz with INFORMA, led by Gerald Driggs, formerly CEO of Corporation for Standards and Outcomes. He also is one of the leading experts in outcome-based measurement in the U.S., who now serves as president of Droz and Associates. Driggs emphasizes, “Reaching outcomes is, in large part, dependent on getting meaningful feedback in time to make changes in direction. Using OBM software to assess prospects, markets and methods, management gets the feedback they need to make modifications in strategy in a timely manner. Measuring sales at the end of the month or year may not be the best way to track overall marketing or the effectiveness of the campaign, because there is not way to change direction before it’s too late.” For example, he notes, “We’ve developed a prospect assessment that our clients can use to qualify prospects, which makes it easier to understand what it will take to do business with this prospect, both in terms of resources and human capital.” Droz points out that the professional services are among the first targets because of the firm’s extensive experience with the sector. In addition, PSFs have traditionally struggled with marketing accountability issues. Consumer products companies, for example, can more easily tie sales to marketing efforts to judge success. But, with PSFs, “there are significant intangibles that go into the selection of a law firm or an architect that can’t be measured by the usual methods,” states Droz. Founded in 1980, Droz and Associates offers marketing, sales training, advertising, design, Web site development, branding and public relations to a variety of clients, including professional service firms, managed care and high technology companies.
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