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Greg Sultan VICE PRESIDENT, NATIONAL MARKETING MANAGER What strengths and qualities do you bring to CCG and its clients? I’ve learned how to get inside clients’ minds, understand their needs, establish meaningful goals and plan a trajectory to reach those targets. My analytical mindset, combined with a big dose of innovation, make it easy for me to find solutions that get results for my clients. What are your career high points? In my first two years at a direct-response agency, I developed tight relationships with eight new clients. And through those relationships, my clients realized significant decreases in cost-per-lead and account acquisition costs, plus reduced churn rates and increased in cross-sell ratios. I’m also proud to have earned two corporate awards for team effort and exceeding expectations. Walking in Your Shoes Through my past work experience — from direct mail to database marketing, and from Internet marketing and sales — I’ve had the opportunity to walk in many customer’s shoes. I take that knowledge and help clients find solutions that really work. Keep Moving Forward I’m almost obsessive about dissecting my successes and failures to figure out what works, what doesn’t and why. And I believe that to be successful in marketing, you have to do the same. The competition is always adjusting, so what worked yesterday may not work tomorrow and certainly won’t work in the future. If you’re not continually moving forward and improving, you’ll be passed up. Every Customer Touchpoint Counts When I was a product developer, one of my financial clients wanted a new way to improve customer retention. I started by examining the customer’s lifecycle and discovered that no one was following up to tell new customers they’d made a good decision in choosing that bank. So I recommended and helped develop a welcome package for all new customers – which laid the foundation for the bank’s retention program. |
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