Marketing isn’t just about flashy ads or viral campaigns—it’s about results. I learned that lesson early in my career, whether I was crunching numbers at PepsiCo or driving $5M in new revenue at AIG through smart product launches. With over 20+ years in finance and consulting, I’ve seen what separates a good marketing strategy from a great one: alignment, data, and a relentless focus on ROI. As a management consultant at Consultgenix, I’ve helped businesses craft plans that don’t just make noise—they make money. Let’s dive into how you can build a high-performance marketing strategy to fuel your business growth.
The Role of Marketing in Driving Revenue
Here’s a truth I’ve lived: Marketing isn’t a cost center—it’s a revenue engine. Back at AIG, as Senior Account Executive, I collaborated with brokers like Aon and Marsh to secure 12 new clients, adding $18.5M in revenue. How? We didn’t just push products; we built a strategy that spoke to what clients needed. Marketing, when done right, bridges the gap between your business and your audience.
It’s not about spending more—it’s about spending smarter. A well-tuned strategy turns prospects into customers and customers into advocates. And in today’s crowded market, that’s how you grow.
Aligning Marketing with Financial Goals
Too often, marketing and finance feel like they’re speaking different languages. I’ve been the finance guy in the room, pushing for clarity—because if your marketing doesn’t tie to your bottom line, it’s just noise. At AIG, I led product development that generated $5M in top-line revenue (+17% YoY). The secret? We aligned every campaign to financial targets—profit margins, customer acquisition costs, lifetime value.
Start by asking: What’s the goal? Revenue growth? Brand equity? At Consultgenix, we’ve helped clients boost operational efficiency by 12%—partly by ensuring marketing dollars support the bigger picture. Alignment isn’t sexy, but it’s effective.
A Real-World Win: $5M Revenue Growth at AIG
Let me take you back to 2012–2018 at AIG. I oversaw a team of nine in the LAC region, managing a $55M credit card portfolio. We saw an opportunity—clients wanted simpler, value-driven products. So, we built them. I worked with sales and ops to launch offerings that hit the mark, backed by a marketing push that highlighted benefits over buzzwords.
The result? $5M in new revenue in one year, plus an 18% jump in client retention. It wasn’t luck—it was strategy. We used data to target the right segments, renegotiated broker commissions to save $2M, and kept messaging tight. That’s what high-performance marketing looks like.
Leveraging Data Analytics for Campaigns
Data’s your best friend in marketing—I’ve lived that truth from PwC to Kemper. At AIG, we didn’t guess who’d buy; we analyzed trends with tools like Tableau (a favorite of mine) to pinpoint demand. At Kemper, as Director of Business Intelligence, I leaned on Power BI to track campaign performance, helping us cut $55M in costs by focusing on what worked.
Today, you’ve got options: Google Analytics for basics, Salesforce for CRM insights, or advanced platforms like Sisense. The point? Don’t spray and pray—measure and refine. Know your conversion rates, your cost-per-lead, and your ROI. That’s how you turn marketing into a science.
Tips for Scalable Marketing Success
Ready to build your high-performance strategy? Here’s my playbook, forged from decades in the trenches:
- Set Clear Objectives: Revenue, leads, awareness—pick your North Star. At PepsiCo, I learned that goals drive everything.
- Know Your Audience: Segment ruthlessly. At AIG, we tailored pitches by region—Latin America isn’t the Caribbean.
- Test Small, Scale Big: Pilot campaigns before betting the farm. Our $5M win started with a single test market.
- Use the Right Tools: I’ve used Zoho Analytics for startups and Oracle Hyperion for giants—pick what fits.
- Track and Tweak: Monthly reviews kept us sharp at Consultgenix. If it’s not working, pivot.
This isn’t theory—it’s what I’ve done, from launching products at Pernod Ricard to advising clients now. It scales because it’s grounded.
The Human Side of Marketing
Let’s get real: Marketing’s about connection. I’ll never forget a client at Consultgenix who said, “Derrek, we’re not selling widgets—we’re selling trust.” He was right. While at AIG, when we hit that 16% sales growth, it wasn’t just numbers—it was relationships. Our campaigns spoke to real people—busy parents and small business owners—and that resonated.
A high-performance strategy doesn’t just move metrics; it moves hearts. It’s why I love this work—whether I’m coaching a team of nine or consulting a CEO, it’s about making an impact you can feel.
Why This Matters Now
Growth isn’t optional—it’s survival. I’ve steered marketing strategies through recessions at Lehman Brothers and booms at AIG. Today, with digital noise louder than ever, a focused strategy cuts through. Customers are savvier, budgets are tighter, and competition is fierce. A scattershot approach won’t do—you need precision.
Think about your own business. Are your marketing dollars working as hard as they could? Are they driving growth? That’s where a high-performance strategy shines.
Let’s Supercharge Your Marketing
Building a marketing strategy that delivers isn’t a one-and-done—it’s a craft. With decades in management consulting, I’ve helped businesses align their marketing with their mission—and their profits. At Consultgenix, we’re all about turning ideas into impact.
If you’re ready to supercharge your marketing efforts and see real results, I’d love to chat. Reach out at derrek@consultgenix.com to explore your options. Let’s grow your business—smartly.