Case Study

Case Study: Demand Generation

Transforming Marketing From A Cost Center to A Profit Center

TESSCO Technologies is a leading value-added supplier of wireless communications products for network infrastructure, site support, fixed and mobile broadband networks, and mobile phone accessories.

Tessco has a long and well-established heritage in the wireless industry. We provided key equipment for the second ever cellular network built in the USA, in 1983.  And over 30 years later, Tessco is continuing to set the pace as the leading value-added distributor to the wireless world.

Situation

Distributors make money selling value added services, taking their cost centers and turning them into profit centers. ​

Challenge

Build a marketing agency model delivering incremental revenue by selling our marketing services while still delivering on lead gen goals. ​

Impact

Moved return on marketing spend from (-)$2 to positive $7.5 per dollar invested. Last year results; delivered 27% of total revenue at (+)9pts in margin.

$7.50

Return for every

dollar invested

$.03 EPS

Marketing Generated

Revenue

=

Marketing Generated

Leads Closed at Sales Rates

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