As Chief External Relations Officer at the Minnesota Zoo, Jim guided the marketing and sales department to concentrate on revenue drivers. Leading a self-discovery process, he found that both departments were spending 75% of their time on only 25% of revenues. Though identifying their business outcomes first, and then mapping targeted audiences, messages, tactics, and metrics, he started a process to maximize their impact. Similarly, the sales staff was spending time on logistical, work-intensive projects that yielded the least amount of revenues. After this insight, they realigned the priorities to match the biggest potential.
Strategic alignment, strategic marketing, facilitation, team planning
Strategic planning, consultative management, marketing, communication, facilitation.