Former Ten sales boss Mike Morrison re-emerges at start-up

Mike Morrison has re-emerged more than two years after departing agency Innocean as the chief marketing officer of a marketing and sales analytics company which is set to take direct aim at media companies.

mike-morrisonThe company, Revenue Performance Management Group International, specialises in finding hidden revenue opportunities for companies that can then be used by their marketing and sales departments and will target media companies where they see the revenue model has “broken”.

Morrison has been consulting for the past year after leaving Innocean after 18 months in 2014.

That had followed a stint of six months as the national sales manager at Ten in 2012.

He famously became known as Lord Trouser after he launched an underwear company under the same name and drove about in a car with a “Lord T” numberplate.

Craig McKell, managing partner of RPMGI, said the appointment of Morrison marked the transition of the business from a pure consultancy to a start up which was also seeking to raise $3m in venture capital funding.

The business uses a “telemetry” system to identify what McKell called “black light” data that was being missed by business overwhelmed by the rise in data they were collecting.

He said of possible business leads identified by the company, media represented more than a quarter.

“Media is a big one,” McKell said. “Media still markets and sells the way it used to and the model is broken, so the media industry is a real opportunity.”

Morrison told Mumbrella while his new role was another step further away from media and advertising, there was much that marketers could gain from the system and that business such as media, with large sales teams, were a prime target.

“There is no doubt where you have got large sales teams and the pressure on the whole media pie is enormous.” Morrison said.

“For them if there could be a more scientific process for achieving revenue forecasts.”


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