According to a new survey by Corporate Visions, Inc., nearly three-quarters of companies do not have a formalized marketing messaging process for all employees to follow. This results in a lack of consistency and an abundance of product- or company-focused content, which ultimately impedes an organization’s ability to connect with customers, says the report.
The survey asked respondents how they would describe their company’s marketing campaigns and sales content development process. The results highlighted that more than 70% of respondents do not follow a clearly defined message development process within their organization, while a 10% reported they aren’t sure what their company does at all:
This lack of consistency and customer focus across marketing campaigns and sales content has resulted in one-third of companies still focusing their campaigns on their own story, rather than that of their customers:
Tim Riesterer, chief strategy and marketing officer for Corporate Visions, says that “… company-centric messaging often leads salespeople into a competitive discussion… distinguishing their organization from other vendors… (so)prospects and customers tend to stick with… status quo rather than making a decision to change… customer-centric messaging… focuses on identifying customers’ and prospects’ unconsidered needs… this most effective method… creating urgency for change that results in more closed deals...”
When asked how companies ensure consistency across their marketing campaigns and sales content, the results found that only 34% provide ongoing coaching to help employees stay on track. More alarming, says the report, is the fact that 20% of respondents feel there is no process for ensuring consistency at all:
“… these unsettling survey results demonstrate the urgent need for companies to develop a marketing methodology… rooted in customer-centric messaging… underscored by a unified approach to message and content development…” concludes Riesterer.
For more information about Corporate Visions, visit http://corporatevisions.com/ or call 415-464-4400 or 800-360-SELL.