There is over a decade of 3rd party market research, summarized in the two points below, which supports the assertion that your customer communications – marketing content and sales conversations – are 30 to 50% less influential than they should be.
- Less than 50% of your marketing and sales communications are relevant to your customers
- Less than 30% of your marketing content is relevant to your customer-facing teams
You know that your customer communications are not effective when:
Customer surveys say:
- It’s hard to differentiate you from other vendors and their offerings
- I don’t have what I need to gain colleagues’ support for initiative
Sales/Channel surveys say:
- A significant portion of their time is spent on creating or recreating content for customer meetings
- It’s tough to generate meetings, opportunities, and orders – “no one’s interested”
Marketing results show:
- A low return on your demand-generation investments – conversion/sales follow-up rates are too low
- A high percentage of your new product/market introductions fail to meet revenue projections
Leadership observations say:
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It’s challenging to create and maintain competitive differentiation
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There is too much margin/discounting pressure to differentiate products, win deals, and retain customers
What does your research tell you about the about the effectiveness of your customer communications?
