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Wednesday, June 3, 2020
Marketing’s Role in Activating the Company’s Story in the Customer Experience

Marketing’s Role in Activating the Company’s Story in the Customer Experience

In a recent Forbes article, “Connecting the Dots Around The Customer,” David Cooperstein, vice president of Forrester Research, wrote, “to truly earn their place at the executive table, chief marketing officers today must go beyond overseeing marketing programs. They must drive the brand promise into the hearts and minds of everyone in their organization.” Marketing […]
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Pull Your Business Strategy Forward with Corporate Messaging.

Pull Your Business Strategy Forward with Corporate Messaging.

Have you ever assessed your business strategy through the lens of your corporate message? You should. Architecting a corporate message that will pull your business strategy forward is key to your success. However, there is often a lack of connectivity between an organization’s strategy and its messaging. And even worse, it is frequently left to […]
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CMOs: Give Your Company an Edge in the Competition for Talent

CMOs: Give Your Company an Edge in the Competition for Talent

According to a recent LinkedIn survey of 4,000 talent and recruiting leaders from around the world, a strong partnership between the CMO and the human resources leader is more important now than ever before. In fact, nearly half of recruiters expect that recruiting will increasingly resemble marketing over the next five to 10 years. Improving […]
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Change your employees’ story. Change your customer experience.

Change your employees’ story. Change your customer experience.

According to Enterprise IG, 70 percent of customers’ brand perception is determined by conversations with employees; and yet, Gallup Poll found that only 41 percent of employees understand what their companies stand for. What stories are your employees telling? And how would you go about changing these stories to create a clear and consistent customer experience? […]
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Continuity in Your Story Will Separate You from the Pack.

Today, prospects and customers expect continuity and consistency in your story throughout their journey with your company. The only way to ensure this occurs is to develop and infuse a clear, compelling and consistent corporate message inside and outside of your organization. No wonder a recent McKinsey study revealed the number one trait of companies […]
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Sharing a Consistent Story in the Market … Starts on the...

We talk a lot about the value and importance of infusing your corporate story into your culture and customer experience. It is the process by which leading companies secure a clear position in the market and in the minds of their customers. So, you probably understand why your biggest advocates “must be” your employees — […]
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Your New Go-to-Market Strategy May Be Killing Organizational Performance.

Business leaders must address customer, competitor and industry dynamics more rapidly than ever before. To keep pace, many executive teams cast new visions and strategies for their businesses … then ask the organization to “skate to where the puck is headed.” After all, that’s what it takes to compete in the modern world, right? True. […]
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planning

Mixed Messages Negatively Impact Employee and Customer Experience.

In Ty Montague’s book, “True Story: How to Combine Story and Action to Transform Your Business,” he states … “The best-run and most successful companies convey one clear, understandable story through every action they take, not solely through their marketing.” Why are these companies more successful? Because, they maintain complete alignment in their vision, mission, […]
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gazing out on city

Executives: Have You Lost the Heart and Soul of Your Business?

In the book, “The UnStoppables: Tapping Your Entrepreneurial Power,” author Bill Schley writes, “The core of any business, the original heart and soul that first allowed you to succeed with customers, never really changes for companies that stay vibrant and relevant, no matter how big they get.” This is so true and yet, growth and […]
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group gathered around board

Want to Increase Employee Engagement? Create a Shared Story.

Employee engagement and employee experience are all the rage. New tools, techniques and technologies are coming out of the woodwork to help executive teams recruit, retain and maintain a highly engaged workforce. Yet, there is one thing every company should already have in place to improve employee engagement. What is it? It’s your story. Yes, […]
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