Lead Program Profitability

Evaluated the profitability of a 10-year-old lead program which had not been adequately measured due to complexities. I was able to develop a valid method for measuring and discovered that the overall program was profitable but that it varied significantly by advisor. Each advisor received financial subsidies for use of the program regardless of results. Redesigned the qualifications for receiving subsidies saving the company approximately $250,000 per year in costs. Going forward, leads will be directed to advisors who are more effective in converting them to clients thereby increasing revenue as well. Evaluated the advisors who were successful and developed guidelines to equip the other advisors on how to optimize the program.