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 [...]
We live in an instant gratification world. Do something fast. Do something once. Expect immediate and lasting results. What is very concerning is the “instant gratification” mindset has crept into strategic communications, and it is killing business performance. Sure, CEOs and C‑suite executives are moving so fast that they rarely have time to catch up [...]
Data and analytics, the explosion of digital channels, and employee involvement are all factors rapidly changing how companies develop and deliver their story throughout the customer experience. And while formulating a meaningful and relevant message is critical to success — delivering a clear, consistent and connected story throughout the customer experience will determine the winners [...]
This week, McKinsey & Company released findings from their latest B2B Decision Maker Pulse Survey, and the results should have you reevaluating the role that your online story plays in the B2B buyer journey and sales process. According to the study, the importance of digital channels in the B2B buying process has radically increased since [...]
Given the state of the world today, it is challenging to just get out of bed — let alone rally the troops across your organization. But, history has proven that persistence pays. Leaders who persevere, or have grit, are more likely to be successful than those who waver or fail to stay the course. In [...]
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 embrace and [...]
It may sound premature, but successful business leaders are already thinking about how their positioning and messaging must evolve post COVID-19. They are asking serious questions and assessing how their corporate story must evolve to compete in the future. In fact, according to a recent study conducted by Bain & Company, 70 percent of CEOs [...]
When buyers are unsettled, concerned and preoccupied with uncertainties in their business — it is difficult to capture their attention. It is hard for your message to break through. That’s when real customer testimonials and stories matter more than ever. They help you build confidence, establish trust and create meaningful connections with buyers in uncertain [...]
Obviously, during difficult times, it’s critical that everyone from the executive team to frontline workers remain aligned on the company’s strategy and priorities. But the truth is, when those challenges subside, it is still essential to maintain strategic alignment across the organization if you want the business to perform at the highest level. One of [...]
Financial uncertainties, remote work environments, business disruptions, the deluge of mixed messages … we could go on and on. This pandemic put a spotlight on the importance of clear and intentional communication between senior leaders and frontline employees. In fact, this week, the Wall Street Journal highlighted this very point in the article, “With Business [...]
