McKinsey & Company
Analyst/Developer, Prospect Marketing application — May ‘97 to Aug ‘97
In a nutshell…
Each partner at McKinsey & Co has a list of prospects to whom they wish to sell high dollar management consulting services. In an effort to build a Consumer Practice in the Texas office they need a way to keep the McKinsey & Co name in front of their prospects several times a year. Part of the solution was to send targeted mailings to their prospects throughout the year.
McKinsey has a library of papers and dissertations on every conceivable aspect of business management from brand management to corporate succession. To take advantage of this vast resource a survey would be sent to each prospect asking them to identify their topics of interest. Each document in the corporate library was categorized according to these topics of interest so prospects only get papers on subjects for which they have indicated an interest.
A control panel-type interface was designed so the partners could easily pick which documents to send to which prospect. After the selection process was complete, an operator would click a button and the application would batch print a personalized letter, the selected document, and a mailing label for every prospect on the mailing list.
When I arrived in Dallas to meet with the principles for the first time, all they had was a concept of what they wanted to do. I designed this application from the ground up and also was responsible for implementation into the corporate infrastructure.
