Business Profile Despite extensive experience, the team of loan specialists at Innovative Financing Solutions found limited success in recent efforts to expand into new geographic territories, and needed to overcome a few key obstacles. Like many smaller fi rms, IFS is driven by a lean team, and President and CEO, Mike Ryan, is often working on and supervising multiple simultaneous projects. Devoting the time and energy required of a major marketing campaign would leave insuffi cient resources to devote to existing endeavors. The IFS management team also needed to confi rm that its relatively modest marketing budget was optimized. A data-driven campaign that would effectively target identifi ed decision makers would make it easier for IFS to turn the selected prospects into clients

Join for free to read