The Double Loop Marketing

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The End of Advertising ~

---After all these years, the agencies still don't get it. They're just too busy billing hours, chasing creative awards, being fashionable... you name it. They forget one thing: the end of advertising is sales.

---It's about getting your message into the heads of the most people at the lowest possible cost.

---It's about finding and keeping customers efficiently. Not coolness, not prettiness, not awards. The end of advertising is sales.

"The problem in marketing today is that we spend 95% of our time and money on advertising and 5% on the rest of the stuff. What I propose to you today is to flip it around: Spend 5% of your time and money on advertising and 95% on everything else. If you do that, you'll sell a lot more to your customers."
- Sergio Zyman, Chairman and Founder Zyman Marketing Group

What Works: Double Loop Marketing

---Which brings me to my secret: Double Loop Marketing. I discovered the double-loop by accident, while working with a large, Fortune 100 client. The client didn't care much for the approach, but I did.

I then experimented with this approach for four years, on many different sites, in different businesses, each built from scratch.-The results? Across the board, Double Loop Marketing beats traditional online marketing- on average, twice the responses at half the cost.


"Christian Sarkar is a master at using online media to generate a strong return on marketing spend. He provides a rare combination of design for usability skills and clear understanding of the economic levers driving marketing performance. His unique approach to Double Loop Marketing builds upon the virtual community concepts I outlined in Net Gain. Christian brings proven experience in helping vendors cost-effectively find and convert prospects to customers . . . and then building in the feedback loops to rapidly improve performance over time."
- John Hagel,
Management consultant and former global leader of
McKinsey & Co.'s Electronic Commerce Practice

"Christian Sarkar's unconventional techniques are based on sound marketing principles. In tech-driven competitive environments, companies with best products do not win. The best-networked solutions do. Christian understands business networks and how to leverage these market-based assets to drive results.
Don't be fooled by the apparent simplicity of his techniques--
few people know online business as well as this."
- Raj Srivastava,
Roberto C. Goizueta Chair in Electronic Commerce and Marketing
Goizueta Business School Emory University

"Christian is a source of great ideas. His enthusiasm is second only to his knowledge about how to get attention in the marketspace. If you need quick results, hire him ASAP."
- John Tammaro,
former SVP, Masius, New York;
former Sr. Strategy Manager, General Electric

"The guy who designed [my site] and will be keeping it up to date is Christian Sarkar. As far as I can tell he is excellent...."
- John Seely Brown,
speaker, former Director of Palo Alto Research Center (PARC)

"Christian's uniqueness lies in his ability to bring fresh perspectives to familiar issues, to quickly identify and analyze emerging issues, and to distill the results into clear, concise observations. I have seen Christian apply these attributes in the broadest range of subjects, from market trends in the chemical industry to employee communications..." - John Gersuk, Manager of Public Affairs, Bechtel Group

The Business Value of Your Website

The business value of your website really is the value of your customer relationships through that channel. Basically, you're looking at traditional "customer equity" - a relationship between the following value metrics:

- volume of purchases per period
- margin per unit of purchase after tax
- duration of purchase stream
- customer acquisition, development, and retention cost
- cost of capital

Thus an increase in volume, margin, or duration, will increase customer value so long as there is no offsetting decline in one or both of the other variables.

Maybe this "business-value talk" is not what marketers and web-design professionals want to hear, but ultimately your website must be driven by the considerations I've mentioned- if you intend to be profitable!

The answer? Double Loop Marketing...

The Double Loop Marketing approach is systemtic, process-based, and scalable. Most importantly, it is measurable.

More about Double Loop Marketing?

Contact me or read a little more about Double Loop Marketing:


I've worked on Internet-based projects for clients across the globe:

  • Corporations: Oracle, Red Hat, SUSE, Sun Microsystems, BMC Software, Patricia Seybold Group, META Group, Price-Waterhouse Coopers, Bechtel, Mobil, Exxon, and numerous start-ups and small & medium-size businesses
  • Universities: Babson, Emory University, Thunderbird
  • Individuals: John Seely Brown, John Hagel III, Thomas Davenport, Larry Prusak, Jeff Burrows

Monthly Rant:

for my monthly rant - what works, what doesn't... note my 100%-BS-free-privacy-policy.

---Topics include:

Article Archive:

Interview with Clayton Christensen, in, December 2003

Key ROI Metrics B2B Marketers Should Use for Online Campaigns an ancient article in Marketing Sherpa

Attention, Management! An interview with Thomas Davenport
How can a company capture attention in this, the age of the distracted customer? What happened to knowledge management? What next for ERP? Thomas Davenport shares his insights.

Use it or Lose it: Improving the Online Experience - an interview with usability guru Jakob Nielsen

The Customer Revolution: an interview with Patricia Seybold

The Webhouse that Ralph Built: an interview with the Dr. Ralph Kimball

Creating The Loyal Customer: another interview w/ Jakob Nielsen

Considerations for Selecting Your ASP
What does the Application Service Provider (ASP) model bring to your company? How do you start the selection process? Pointers to get you started.

Interview: One-To-One With Don Peppers
One-to-one marketing and customer relationship management are well-accepted concepts by now. 1to1 guru Don Peppers explains how companies like, Levi Strauss and Mercury Asset Management are using the latest CRM techniques to attract and keep loyal customers.

E-Business At Warp Speed: Interview with i2's Sanjiv Sidhu
Is speed the competitive edge in the New Economy? Supply-Chain Management pioneer Sanjiv Sidhu, President & CEO of i2 Technologies, explains the new challenges facing the business world and how your company can survive the coming transition.

Permission To Succeed
Everything you know about Web marketing is wrong, says Yahoo VP Seth Godin. In his new book, Permission Marketing, Godin debunks popular myths and explains the best practices of Web marketing, including how to solidify customer relationships.

Relationship Management
Aaaargh, not another buzzword! But Customer Relationship Management may really hold the key to your company's future.

Building Profitable Relationships: CRM Tools
A survey of the leading Customer Relationship Management (CRM) tools to help you get closer to your customers.

The Next CRM: Going 1-to-1 with Constituent Relationship Management
Your key constituents demand a "real" relationship with your company...

The Science Of Cyber Shopping: Interview with Paco Underhill
Retail consultant Paco Underhill recently made a splash with his book "The Science of Shopping," which discusses how to merchandise successfully in both the physical and virtual worlds. In this interview, he talks about current trends in both worlds and how one affects the other.

Casing the Competition: Interview with Leonard Fuld
CI guru Leonard Fuld talks about how companies are using technology to gather competitive intelligence about their markets.

Marketing Online: Interview with Jim Sterne
High-tech author and marketing expert Jim Sterne talks about the Internet as a marketing medium.

Usability Guru: Interview with Jakob Nielsen
Jakob Nielsen advises companies on how to make their websites, public or internal,more user-friendly.

You Say You Want a Knowledge Revolution: Interview with Thomas Davenport
Knowledge management guru Thomas Davenport discusses the future of knowledge management in the Internet era.

Infomediation: An interview with John Hagel
Net Gain and Net Worth author John Hagel talks about his new book and the future of business-customer relationships in the Internet era. This is when I really got into communities...




for individuals:
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My primary service is Double Loop Marketing- building thought-leadership websites to attract and retain your target audience and then converting them to paying customers over time. It's about demand generation- getting the most qualified responses at the lowest possible cost.

I provide a one-stop turnkey solution- with monthly maintenance (content, webinars, ebooks, email marketing, optimization of performance loops, etc.)
contact me

I also offer the following services on demand:

Thought Leadership
White Papers
contact me

Online Marketing
Search Engine Optimization
Prospect Targeting
Opt-in List Building
Privacy Policy Development
SPAM Law Compliance
Online Advertising
contact me

eCommerce Optimization

Visitor Experience
Usability Improvement
Clickstream Analysis
Site Availability Monitoring

Offer Generation
Online Merchandising
eCatalog Development
contact me

Online Tools

Assessment Tools
ROI Tools
Solution Configurators
Performance Dashboards
contact me

FACT: "85% of Visitors ABANDON a new site due to poor design"
- cPulse

FACT: "50% of Visitors are LOST because visitors can't easily find content" - Gartner Group

FACT: 70% of people who are ready, willing and able to buy online - don't complete the sale.


Copyright Christian Sarkar 2004. All Rights Reserved.