Today, most CMOs do not have enterprise processes in place to ensure clear, compelling and consistent messaging is delivered throughout the buying process and customer journey. This results in a disconnected and inconsistent experience for prospects and customers as they travel from one touchpoint to another.

In the end, inconsistent corporate messaging negatively impacts business performance and, as a result, CMO success in three very meaningful ways:

  1. Customer Acquisition: Your target audience expects personal, relevant and consistent messages as they consume your story online and offline. Confusing and inconsistent messaging in the self-service and sales phases of the buying process significantly reduce audience engagement, break down sales cycles and reduce customer conversion rate.
  2. Customer Retention: When a prospect becomes a customer, they expect the promises made during the buying process to be fulfilled. However, if the story does not ring true, then fear, uncertainty and doubt creep into the newly acquired customer’s mind — jeopardizing future purchases and share of wallet.
  3. Customer Loyalty: Loyalty is only achieved when trust has been earned with a customer. Trust is earned when a customer’s overall experience is consistent with their expectations — expectations that you set based on the messages they consumed in the buying process. Consistency matters.

These are just three material ways your message plays a vital role in the customer experience. That’s why it is imperative that CMOs rethink the way they currently develop and deliver customer-facing messaging.

To be successful in today’s business environment …

  • CMOs must approach messaging development and delivery as an enterprise process — not a marketing tactic.
  • CMOs must be more disciplined, holistic and intentional with respect to what messages are communicated, when they are delivered and where they come to life throughout the customer journey.

Only those CMOs who implement disciplined enterprise processes for infusing clear, compelling and consistent messaging throughout the customer experience will thrive in the future.