Many executives think purpose is paramount to business success. Others believe a rock-solid go-to-market strategy is what defines market leaders. Some see the company’s core values as the cornerstone of organizational success. And still other executives believe telling a differentiated, customer-centered corporate story is what drives business performance. The truth is, each [...]
Many of today’s 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 [...]
“Clarity around the uniqueness of a company, its root source of competitive advantage, sounds like an obvious requirement to run a business … but in our experience, this is not as common as you might think.” — Quote from “Repeatability” In their book “Repeatability,” Chris Zook and James Allen analyzed the characteristics of companies [...]
With the modern marketing executive’s skillset rapidly expanding, Brian Kardon, the CMO at Fuze, was recently asked what attributes leaders must possess if they want to succeed. Kardon replied ... “You have to be able to repeatedly nail your messaging; it’s one of the first things that sets you apart.” Your company’s story is [...]
Over the past decade, content has become a critical element for delivering a consistent and compelling customer experience. Roper Public Affairs found that 80 percent of business decision makers prefer to get company information in articles, rather than advertisements, and 70 percent of them said that content marketing helped them feel closer to the company. [...]
In today’s constantly connected world, customers expect a cohesive experience across all touchpoints. When this expectation is not met — when the link between what a company says and what it does is broken — customers lose trust in the business and the services / solutions it delivers. Sure, savvy business leaders [...]
“Marketing used to be what you say. Now, marketing is what you do. What you make. How you act. The choices you make when you are sure no one is looking.” — Seth Godin Seth Godin means that marketing today is all about the customer experience — and to influence the customer experience, [...]
Today, prospects and customers expect continuity and consistency in your story throughout their journey with your company. The only way to ensure this occurs is to develop and infuse a clear, compelling and consistent corporate message inside and outside of your organization. No wonder a recent McKinsey study revealed the number one trait [...]
2020 and 2021 will go down in infamy. Not only because of the global pandemic, but also because of the lasting impact it will have on the broader business community. Our economic environment, social systems, consumer behaviors and buyer expectations and demands all changed. These sweeping changes directly impact the foundational business models [...]
Just like your business, and likely every other 21st century organization, OnMessage continues to evolve to meet changing customer requirements and market dynamics. Since our inception more than 20 years ago, OnMessage has been fortunate to work with many of you who are professionals in B2B sales, marketing and communications. You have seen our [...]
