Positioning

Delivering a Consistent Corporate Message is No Longer a Luxury.

2018-08-15T10:43:15+00:00August 15th, 2018|

With the modern marketing executive’s skillset rapidly expanding, Brian Kardon, the CMO at Fuze, was recently asked what attributes leaders must possess if they want to succeed. Kardon replied … “You have to be able to repeatedly nail your messaging; it’s one of the first things that sets you apart.” Your company’s story is the [...]

Why Employee Words and Actions Matter.

2018-08-08T16:12:09+00:00August 8th, 2018|

“Research shows that companies whose employees have a clear understanding of where the organization is headed and how their daily activities contribute to the success of the organization consistently outperform the competition.” — Forbes.com: “The Strategic Narrative”   How your business operates; what your organization believes in; the actions employees take; and the words you use [...]

Self-Assessment: The Financial Impact of Your Corporate Story.

2018-08-01T12:14:18+00:00August 1st, 2018|

This week we are going to take a very different approach with the OnMessageMinute. And it requires your active participation. We talk often about the intrinsic link between the quality and consistency of your corporate story … and the financial performance of your business. So now, we want to help you assess how well you [...]

Voice of the Employee. The Difference Maker in the Customer Experience.

2018-07-31T10:07:38+00:00July 25th, 2018|

Employees are the most untapped and underutilized communications channel leveraged in the customer experience. We say this based on 17 years of experience. Seeing firsthand, the disconnect between the corporate story being shared through marketing channels and the story being shared by employees across the organization. The key to creating internal brand ambassadors that are [...]

Are You Underinvesting in The One Thing That Can Truly Drive Growth?

2018-07-18T10:32:36+00:00July 18th, 2018|

Why does one company win more business than another? Why do certain companies retain customers longer than their competition? Today, it is NOT because they simply outspend the competition on paid media and advertising campaigns. It’s because they spend time, energy and dollars to ensure every employee knows how to bring the corporate story to [...]

CEOs – 6% of Your Time on the Frontline and 3% with Customers Won’t Cut It.

2018-07-11T12:57:32+00:00July 11th, 2018|

CEOs and C-suite executives have a really tough job. We should know. We work with them every day. They have to keep their eyes focused on where they are going and ensure they don’t leave the rest of the organization behind. That said, most C-suite executives spend the majority of their time with direct reports, [...]

Executives Need to Get Their (Corporate) Story Straight. Or Else.

2018-06-29T17:35:04+00:00July 4th, 2018|

Today’s business environment is more complex than ever. To be truly successful, your corporate story must be delivered consistently throughout the entire customer experience from social media to sales presentations, industry events and customer service phone calls…even casual conversations in the hallway. Every interaction is an opportunity to strengthen your market position or lose market [...]

Are You Losing Control of Your Story in a Multichannel World?

2018-06-26T14:20:30+00:00June 27th, 2018|

In the multichannel world we operate in today, business leaders have no choice but to take back control of the corporate story that is being shared throughout the customer experience. How are leading companies doing just that? Well, they are following these guidelines for success... Put Down an Anchor (Establish a Messaging Platform) The first [...]

Connect Your Self-Service and Sales Story.

2018-06-20T15:48:25+00:00June 20th, 2018|

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 deliverables that are compelling to customers [...]

Is The Higher-Level Value You Deliver Getting Lost?

2018-06-13T06:27:55+00:00June 13th, 2018|

“Over 65% of sales leaders feel they’re losing business because they don’t have a compelling value proposition.” – Miller Heiman, Sales Best Practice Study   Too often we see the same issue negatively impacting sales performance at B2B companies: features and benefits taking precedence over the deeper, more meaningful value a solution provides customers. Value belongs [...]

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About OnMessage

OnMessage is the B2B communications consultancy executives call when it counts. When strategic shifts in the business take place, when financial performance is on the line and when the message absolutely must deliver material business results.

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