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 are doing in this area. Simply take a few minutes and answer the following questions regarding the state of your company’s story, and rate yourself.
Q1: How well does the corporate story shared in sales and marketing materials and customer conversations align with your go-to-market strategy and growth initiatives?
__ Not at all
__ Very little
__ For the most part
__ Completely
Q2: How frequently do you get frustrated overhearing conversations with customers / prospects or see sales and marketing materials that don’t convey the story you should be telling in the market?
__ Never
__ Rarely
__ Too often
__ All the time
Q3: When was the last time you audited or assessed the accuracy and consistency of your corporate story across your sales and marketing materials?
__ Within the last 6 months
__ Within the last year
__ More than a year ago
__ Never
Q4: When was the last time your employees and sales professionals were formally trained on your messaging and how to deliver your company’s story in customer and sales situations?
__ Within the last 6 months
__ Within the last year
__ Within the last 18 months
__ Never
Q5: How would you rate your corporate story in the following key areas?
CLEAR: Quickly resonates with customers / prospects and clearly describes who you are and what you do.
__ Strong
__ Adequate
__ Needs significant improvement
COMPELLING: Presents a compelling reason why your customers / prospects need your product / service and clearly describes the value you deliver.
__ Strong
__ Adequate
__ Needs significant improvement
CONSISTENT: Messages are consistently used in customers / prospects situations and communication vehicles.
__ Strong
__ Adequate
__ Needs significant improvement
DIFFERENTIATED: Clearly explains your point of difference and why customers / prospects should choose you over the competition.
__ Strong
__ Adequate
__ Needs significant improvement
Q6: How well does your company deliver a clear, compelling and consistent message throughout the entire customer experience? (demand generation, buyer journey, sales and post-purchase communication)
__ Extremely well
__ Some what
__ Not very well at all
How did you do? Are there specific areas for improvement?
If you are like most companies, the answer is yes. For each question where you did not select the top answer – we have good news and bad news. The bad news first. Your financial performance is being negatively impacted. The good news is that there is significant upside to be captured by making improvements in those areas.
We’d like to help. OnMessage offerings a wide-range of agile engagements and strategy sessions to help you maximize the return you receive from your corporate story. Schedule a briefing with our experts today to learn more.
