SEAT Global Magazine - Sports Industry Case Studies Issue 06 August/Sept 2017 - Page 38

The conversation CEOs should be having with their marketing teams should therefore focus heavily on one question: Are we increasing or decreasing the conversion rate of our highest-value prospects?

Once you know the answer, so much more becomes possible. When you define success as penetrating “best prospects,” for instance, it becomes easier to match the right message to the right consumer, and to understand if you have the right amount of brand media.

Let’s not overcomplicate things: Your marketing team’s job is to sell more products and services to people who have the highest propensity to buy from your company.

As CEO, it’s your job to make sure they never forget it.

About the Author

Ross Shelleman, CEO co-founded Target Data in 2007, and is responsible for strategy and operations. Throughout his career,

Ross has held various Senior Business Development positions in technology, healthcare, and managed services, and has invested in multiple franchise businesses including locations for PODS

and 1-800-GOT-JUNK? He is an active angel investor and serves on a handful of early stage company advisory boards. He is a

member of the Economic Club of Chicago and a Director at The Joffrey Ballet. Ross is also a graduate of The Chicago Council on

Global Affairs’ Emerging Leader Program.

Target Data is the strategic marketing partner helping companies grow revenue by engaging the modern consumer.