Assess the Financial Impact of Your Corporate Story.

There is an intrinsic link between the quality and consistency of your corporate story … and the financial performance of your business. To help you determine if your story is improving or hindering business performance, take a few minutes and answer the following questions regarding the state of your company’s story.

Q1: How well does the corporate story shared in sales/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 / 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/assessed the accuracy and consistency of your corporate story across your core sales and marketing materials?

__  Within the last 6 months

__  Within the last 9 months

__  Within the last year

__  More than a year ago

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 prospects/customers and clearly describes who you are and what you do.

__  Strong

__  Adequate

__  Needs significant improvement

COMPELLING: presents a compelling reason why your prospects/customers need your product/service and clearly describes the value you deliver.

__  Strong

__  Adequate

__  Needs significant improvement

CONSISTENT: messages are consistently used in prospect/customer situations and communication vehicles.

__  Strong

__  Adequate

__  Needs significant improvement

DIFFERENTIATED: clearly explains your point of difference and why prospects/customers 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

So 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. What’s required to capture that upside? A more holistic, disciplined and intentional process for managing your corporate message … inside and outside of your organization.