WALNUT CREEK, CA — September 1, 2009 — A great go-to-market strategy, such as the one Geoffrey Moore outlines in his highly acclaimed book, Crossing the Chasm, provides a solid, intelligent framework for introducing new products and services to the marketplace. The trouble is, even the greatest marketing strategy won’t save the day if execution falls short.
As well-known sales and marketing effectiveness expert Michael Cannon discusses in the latest issue of the quarterly Silver Bullet Group newsletter, Sales Messaging Matters, one of the biggest points of execution failure in the launch of new products is Marketing’s inability to provide Sales — inside, outside, and channel — with effective messaging, collateral, sales tools, and training. Sales needs all of these in order to successfully persuade prospective customers to buy. Cannon then presents compelling 3rd-party research to substantiate the fact that without the right messaging and tools, the success of a great product supported by a great go-to-market strategy can easily end up falling way short of expectations.
Cannon’s article, “The #1 Way to Enable Greater Market Success,” is an excellent distillation of how Moore’s Technology Adoption Life Cycle (TALC) and sales messaging — a breakthrough new customer messaging category — form a dynamic combination to help companies execute better. Cannon explains that the reason Marketing usually fails to provide the sales force with sales messaging is because it’s too busy cranking out corporate, market, and product messaging instead. He makes a solid case for why sales messaging is the only customer messaging category that addresses head-on the customers’ overriding buying questions and why sales messaging is the best way to provide more effective sales enablement tools.
The charts in the article provide clear overviews of the TALC and customer messaging, and how the two align. The TALC overview chart outlines four market phases, buyer types, and the messaging theme, or compelling reason to buy, for each. A Customer Messaging Map defines the categories and types of messaging and the role each plays in a customer’s decision-making process. The last chart in the article aligns sales messaging with the TALC and shows which types of sales messaging — business creation or competitive — are most effective. The bottom line? When Marketing creates TALC-aligned sales messaging and integrates it into Sales’ arsenal of tools, greater market success is assured.
To read the article in its entirety, visit: #1 Way to Enable Greater Market Success
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Members of the media interested in scheduling an interview with Mr. Cannon to discuss his remarks may contact Teri Yazdi at the phone number or e-mail address listed above.
About Michael Cannon
Michael Cannon is an internationally renowned sales and marketing effectiveness expert and a best-selling author, most recently coauthoring with Jay Conrad Levinson (Guerrilla Marketing), et al., Marketing Strategies That Really Work! Promote Your Way to Millions.
About Silver Bullet Group, Inc.
As the global leader in messaging effectiveness solutions, we help BtoB companies generate more revenue from their sales and marketing investments by improving both the words (messaging) and the tools they use to persuade people to buy from them. To learn more, visit silverbulletgroup.com.