jogara

According to Glen Petersen’s book, The Profit Maximization Paradox, which includes research conducted by the CMO Council, the American Marketing Association and Booz Allen Hamilton, salespeople spend an estimated 40 percent of their time preparing sales presentations and other customer-facing content. And yet, only 10–20 percent of salespeople create customer-facing content that is [...]

The customer experience is “the product of the interactions between an organization and a customer over the duration of their relationship.” So, it’s not only critical that you understand what customers expect from specific interactions they have with your company throughout their journey ... but you must also what they expect from “the [...]

Make no mistake: clear, compelling corporate messaging must be developed using a disciplined and intentional process. Each dimension of your story must be carefully validated, crafted, sequenced and worded. That said, many B2B leaders forget to infuse their corporate story with the one thing that truly brings it to life: emotion. For messaging [...]

C-suite executives must understand that they can no longer ignore the impact strategic stories have on business performance and the technologies that have changed how those messages are shared. Any inconsistency or crack in the “messaging armor” can negatively impact employee engagement, brand reputation, customer retention and, ultimately, the financial performance of the [...]

Developing a clear, compelling and consistent corporate story is important for customer engagement — however, where many fall short is “consistently” bringing that story to life throughout the customer experience. Don’t forget, as your company evolves and changes — so does the story being shares by employees and partners throughout the customer journey. So, [...]

Your company’s message is the thread that connects the customer experience. It’s the one thing that can truly make a difference in what your customers think about your company. From your website, to content marketing, to sales conversations and customer service phone calls, your corporate story is everywhere. It directly impacts customer perception and [...]

It’s 2023. And, needless to say, business leaders like you have experienced a lot of change in the last 12 months ... Markets have shifted.Employee expectations have evolved.Customer priorities have changed.The question is: How will you respond in the new year?> How will you connect with customers in meaningful ways in 2023?> How will [...]

Great CEOs and C-suite executives never underestimate the power and influence their message can have on the business. They realize a crystal-clear message — that generates strategically aligned decisions and actions — is what separates high-performing companies from the also-rans. However, most CEOs underestimate what it takes to deliver a message employees truly [...]

While CMOs have been talking about delivering a seamless multichannel experience for years, the fact is, most companies are still failing on this front today. And, not without good reason. Complexity has grown significantly.There are more stakeholders, technologies, channels and touchpoints involved in the customer journey than ever before. Add to this the explosion [...]

Your company’s higher purpose should be top of mind as you start of the new year. Why? Because your ‘greater purpose’ matters to employees and customers ... more than ever before. More importantly, in 2023, what your business stands for will determine how well your company attracts top talent and converts more profitable customers. [...]