Marketing Messaging aligned around Value-creation drives Inbound Marketing
Inbound Marketing Messaging uses a Sales and Marketing Alignment framework or "Customer Messaging Architecture" and a common language for sales and marketing that focuses on how the companies products/services are used to resolve buyer needs.
Inbound Marketing Messaging is a valuable first step
on the Inbound Marketing journey and enables global participation in the blogosphere and social media for small and large corporations.
The outputs of the Sales and Marketing Alignment process which drive inbound marketing are;-
- Target buyer persona to enable sales and marketing to engage prospective buyers around a clear understanding of their goals, needs and issues,
- A Customer Messaging Architecture which captures and positions your core value-creation capabilities (competitive DNA) for everyone to use,
- Buyer-Relevant-Messaging templates for use by both sales and marketing in understanding how buyers can best use your products to solve problems,
- Sales-ready narratives and relevant success stories to enable your marketing and sales teams to engage buyers around what’s-in-it-for-them.
According to CSO Insights 2009 Sales Performance Optimization Survey of over 1800 corporations, Sales and Marketing Messaging Alignment is the easiest sales productivity initiative to implement with the highest impact on sales effectiveness as it creates clarity in market positioning and value creation and relevant and immediately useful sales knowledge.
What can you expect from adopting this process?
Results obtained from our clients and from other early-adopters of Sales and Marketing Messaging Alignment process indicate the following;-
- Improved inbound marketing performance, lead generation and marketing ROI
- Improved diagnosis and qualification, which translates to higher win-rates and improved quota performance
- Significant improvement in accessing decision-makers, cross-selling and up-selling
- Reduced sales ramp-time for direct and channel sales
- Improved gross margin through focus on value-creation vs.cost and avoiding excessive discounting.
