GainShare : Transparency and Accountability in Performance
GainShare : Transparency and Accountability in Performance
Bryan Walkey , CEO of GainShare Performance Marketing , discusses the company ’ s partnership with GoDaddy alongside its mission and culture .
With a career spanning over 30 years , Bryan Walkey is the CEO of GainShare Performance Marketing . “ I joined the firm full-time four years ago , but I ' ve had an association as an advisor to the firm for over 30 years . Before joining as a partner and CEO , I had worked with Gainshare to coordinate teams and delivery in both Toronto and Chicago . The goal today is to drive seamless delivery and results across teams , tactics , and markets .”
Known as Northern Lights Direct for more than 35 years , the company recently rebranded as GainShare Performance Marketing . “ We started in DRTV , and so we felt it best to change our brand name to better represent who we are today . We now do so much more than direct response TV . As a performance marketer , we coordinate the customer journey across all channels , and we wanted to ensure we showcased that scope .”
GainShare ’ s relationship with GoDaddy
Discussing GainShare ’ s partnership with GoDaddy , Walkey explains , “ GoDaddy is a performance culture , and they ' re looking for a high return on their ad spend , and we help them accomplish that and acquire customers in the most efficient way possible . We provide strategy , media planning , buying , optimization , and analytics . We work with a number of their teams , including performance & brand video , creative and business intelligence .”
“ With GoDaddy , it is truly a collaborative effort . We feel like we ' re part of their team . Because they ' re a performance-driven company , they hold us to account every day , every week , and every month . We ' re in contact with them multiple times a day , measuring daily and continually optimizing . At the end of the day , it is all about performance ,” he adds .
What makes GainShare different from its competitors ?
“ As a performance marketer , we provide transparency , accountability , and we ' re driving return on investment , return on ad spend ,” begins Walkey . “ There ' s been a lot of moaning in the marketing community about procurement driving the price to zero . Well , we believe it ’ s essential to drive the cost of marketing and investments directly to the bottom line . We are excited to work with CMOs , CFOs , and Procurement equally because we ' re focused on business outcomes ,” he continues .
“ We talk about return on investment , return on ad spend , we profess transparency and accountability , all things that resonate with both procurement and finance . We deal with the marketing team on the things that are important to them . And we plan and answer procurement on the things that are important to them as well . So , it ' s a true business relationship .”
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