According to Forrester’s 2021 Predictions Report, more than one-third of B2B technology buyers say digital engagement channels (such as vendor websites) have become more important in their buying journeys, while four in 10 indicate that human/analog engagement with sellers has become less important. The Content Marketing Institute also found the top two content marketing-related [...]
While CMOs have been talking about delivering a seamless multichannel experience for years, the fact is most companies are still failing. And not without good reason. Complexity has grown significantly. There are more stakeholders, technologies, channels and touch-points involved in the customer journey than ever before. Add the explosion of customer data, message [...]
Today, many CMOs do not have enterprise-wide processes in place to ensure clear, compelling and consistent messaging is delivered throughout the buying process and customer journey. This results in a disconnected and inconsistent experience for prospects and customers as they travel from one touchpoint to another. This is not a marketing problem. It [...]
Research by CSO Insights found there is a direct correlation between the quality of the messages salespeople use in their selling process and their ability to close business. The problem is, most sales teams do not have the sales messaging, activation tools and training that they need to deliver a consistent corporate story. According [...]
The noise level inside companies today is louder than ever before. Thus, making it more difficult for executives to get important messages to stick and, ultimately, have a lasting impact on business performance. That’s why C-level executives must get serious about their communication pull-through and activation strategies. What is communication pull-through and activation? It’s [...]
Many business leaders have lost touch with a critical fact: The financial performance of your business is intrinsically linked to the strength and consistency of your corporate story. If your story is delivered inconsistently ... financial performance suffers. However, when your story is clear, compelling and consistently delivered throughout the customer experience ... [...]
Your go-to-market story and strategy must be fully aligned. When they are not, the customer experience breaks down. The perception of your brand is damaged. Employees lose faith and trust in your company. Customers leave and go to the competition. A recent article in the Journal of Business Strategy stated why story and strategy [...]
In the past, communication was important, but maybe not at the top of every CEO or business leader’s priority list. Today, leading executives understand the correlation between the desired outcome of change and the clarity of strategic communication in support of that change. That’s why more and more CEOs are taking ownership in formulating [...]
CEOs who produce winning cultures ensure that their entire employee population understands, internalizes and activates the company’s story and strategy in daily work activities. Your story and strategy ... create a shared mindset. When employees have a deep understanding of what your company stands for, what it does and how it creates value [...]
“We have these war for talent issues going on everywhere.”Joyce Maroney, Executive Director at the Workforce Institute. Competition to attract and retain the best possible talent is on the rise and only those business leaders who deliver a compelling end-to-end employee experience will win. The problem is — with today’s hybrid work [...]
