Joe Grossestreuer

General Information

Experience

May & Speh , Inc.

Executive Vice President Transformational Outsourcing  - Seurat Company

Variety of Business Development and Client Service Positions  - Accenture LTD

Senior Vice President In Charge of Strategic Business Arrangements  - SHL Group Ltd.

Education

master's of management degree in marketing and finance  - Northwestern University

undergraduate degree  - University of Notre Dame

Recent News  

Joe Grossestreuer: EVP, Outsourcing ServicesJoe Grossestreuer, Executive Vice President, Outsourcing ServicesJoe Grossestreuer is responsible for the management and delivery of Seurat's Precision Marketing outsourcing services.Mr. Grossestreuer has an impressive 25-year career track record for developing and managing large, long-term outsourcing relationships with Fortune 500 clients to ensure measurable business impact.Prior to Seurat, he was with database marketing company Axciom, where he played a key role in pursuing major database marketing opportunities in conjunction with systems integration partners.Mr. Grossestreuer spent close to five years with direct marketer and technology outsourcer, May & Speh, prior to its purchase by Acxiom.At May & Speh, he helped take the company public and grew outsourcing revenues by more than tenfold.Before joining May & Speh, Mr. Grossestreuer was with SHL Systemhouse where he was senior vice president in charge of strategic business arrangements and helped drive SHL's growth through its innovative transformational outsourcing services.Mr. Grossestreuer began his career with Accenture, where he held a variety of business development and client service positions during his seventeen-year tenure there.Mr. Grossestreuer has an undergraduate degree from the University of Notre Dame and a master's of management degree in marketing and finance from Northwestern University.He also served in the U.S. Army and received the Army Commendation Medal for "Outstanding Service to Country."

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#147Integrating all of the sets of services for marketing is one of those #145valleys of death#146 for most companies,#148 says Joe Grossestreuer, Seurat#146s executive VP of outsourcing services. #147You need a lot of different skills to integrate all those components: database management skills, including data hygiene and address standardization, market segmentation, behavior modeling, experimental designs, and end-user testing.On top of all this, all of these activities need to be measured.You can#146t do any of this without an ROI component.#148 Naturally, Grossestreuer thinks marketers should outsource their interactive campaigns. #147Once people understand how complex it is to integrate all the technology,#148 he says, #147the question becomes, #145Why would you want to build all this?Why don#146t you just rent it out?#146#148 Predictably, Grossestreuer thinks that traditional agencies don#146t understand interactive marketing (we#146d have to say we agree). #147Traditional agencies are trying to treat the e-channel as just one other medium, but if you talk to the classic brand manager, it#146s not that simple.You can#146t just send out a bunch of emails or banner ads and call it a day.You really have to talk to the end-customer and get to know him better,#148 Grossestreuer says. Earlier in this article, we mentioned that some COOs were handed the Power Baton last year.Grossestreuer is an ex-CPA.One of the advantages of operations and financial people running marketing is they understand how to analyze marketing from an ROI point of view, and they can talk the CEO#146s language. Grossestreuer demonstrates: #147If I understand that each new head count is worth $500 in margin, then it#146s easy for me to decide how much money I want to get paid for each new head count that I generate that they would not have generated with their [normal] marketing investment.#147In a typical campaign,#148 says Grossestreuer, #147The consumer company would normally spend six million dollars.

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"Integrating all of the sets of services for marketing is one of those ‘valleys of death' for most companies," says Joe Grossestreuer, Seurat's executive VP of outsourcing services."You need a lot of different skills to integrate all those components: database management skills, including data hygiene and address standardization, market segmentation, behavior modeling, experimental designs, and end-user testing.On top of all this, all of these activities need to be measured.You can't do any of this without an ROI component." Naturally, Grossestreuer thinks marketers should outsource their interactive campaigns."Once people understand how complex it is to integrate all the technology," he says, "the question becomes, ‘Why would you want to build all this?Why don't you just rent it out?'" "If you're a product manager or a marketer, you understand your business and your customer," says Grossestreuer."We've worked with a bank who had a lot of renters as clients, which means that they are also at an age where they could be first-time house buyers," says Grossestreuer."You can then select that group and ask them if they'd like to receive emails.We sent emails to a total of 6,100 registrants; 4,500 of them opted in. Of that 4,500, the average open rate for the seven emails we sent was 80%.Of those who opened the emails, 8% booked mortgages, in the three-month period that we ran the campaign." Seurat often tries to optimize purchasing models."We're trying out different purchasing methods and seeing which ones work with customers," Grossestreuer says."What we mean by ‘precision marketing' is that a customer falls into this category, and so this is the right treatment for them," explains Grossestreuer."In some areas of the country, for example, coupons work better than they do in other areas." Predictably, Grossestreuer thinks that traditional agencies don't understand interactive marketing (we'd have to say we agree)."Traditional agencies are trying to treat the e-channel as just one other medium, but if you talk to the classic brand manager, it's not that simple.You can't just send out a bunch of emails or banner ads and call it a day.You really have to talk to the end-customer and get to know him better," Grossestreuer says. Earlier in this article, we mentioned that some COOs were handed the Power Baton last year.Grossestreuer is an ex-CPA.One of the advantages of operations and financial people running marketing is they understand how to analyze marketing from an ROI point of view, and they can talk the CEO's language. Grossestreuer demonstrates: "If I understand that each new head count is worth $500 in margin, then it's easy for me to decide how much money I want to get paid for each new head count that I generate that they would not have generated with their [normal] marketing investment."In a typical campaign," says Grossestreuer, "The consumer company would normally spend six million dollars.

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