Health
Insurance
Case Study
Determining ROI for a Channel vs Direct Go-to-Market
Project Manager: Mitchell Edwards
The Situation
A health insurance
third party
administrator was
uncertain of all
investments and revenue
streams driving their ROI
across their direct and GA
routes to market.
The Challenge
The client looked to understand all ROI inputs for each channel by
aggregating data points including historical revenue by channel, sales
and support resourcing corresponding time allocation and additional
investments. They needed to establish strategic actions as a result of the
findings to allocate resources among channels to maximize profitability.
The Solution
Alexander Group conducted a time study to analyze how internal sales
team were spending time across each of the channels. Alexander Group
developed and validated a comprehensive model based on historical
data to identify the current ROI from each channel; and leveraged
findings to determine the appropriate go forward strategies.
The Benefit
The client determined that scale, realized through the GA channel,
was more profitable on an aggregate level. They identified areas
for incremental investment to test direct strategy and drive higher
incremental ROI.
To combat declining carrier
commissions, Alexander
Group evaluated ROI from
multiple sales channels
and developed strategic
initiatives for growth
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