Corporate Messaging Development and Delivery Assessment for 2015

IS YOUR CORPORATE MESSAGING FRAGMENTED AND INCONSISTENT?Enterprise Messaging Development and Delivery Assessment

1Is your corporate messagIng fragmented and InconsIstent? | enterprIse messagIng development and delIvery assessment

The corporate communications, sales and marketing environment has grown exponentially

complex. There are more people, processes, technology and media channels required to

orchestrate the development and delivery of a clear, consistent corporate message than

ever before. What was once a fairly centralized corporate messaging and delivery process

is now a complex ecosystem with more moving parts.

Think about it. How many people in your organization interact with customers on a weekly

basis? How many marketing partners do you work with to get your corporate message

into the marketplace? How many different departments are involved in developing and

delivering messages to customers and prospects? How many channels are you using to

communicate and engage with prospects or customers?

On a daily basis, prospects and customers hear messages from your employees, sales

teams, consultants and customer service representatives. They consume messaging on

your website. They engage with content you develop and distribute. They’re listening to

what you are saying on social media channels and what others are saying about you as

well. The diversification and sheer number of ways corporate messaging is developed

and delivered is causing great confusion for companies and customers alike.

Take this assessment to quantify the degree of complexity and, as a result, the degree of

fragmentation that may exist in your corporate messaging development and delivery process.

HOW ARE YOU DEALING WITH THE NEW WORLD OF MESSAGING DEVELOPMENT AND DELIVERY BOTH INSIDE AND OUTSIDE OF YOUR ORGANIZATION?


ASSESSING WHERE CORPORATE MESSAGING ORIGINATES

ACTION ITEM

Once you have completed this section, add up the total number of different departments across

your organization that are involved in some aspect of corporate messaging development and delivery.

The first step in getting your arms around the messaging development and delivery process is

understanding where communication with customers and prospects takes place across your organization.

Place a checkmark next to each functional area where different individuals and/or teams have some degree

of corporate messaging development or delivery responsibility.

__________ BRAND MANAGEMENT

__________ CONTENT MARKETING

__________ CORPORATE COMMUNICATIONS

__________ CUSTOMER LOYALTY/RETENTION

__________ CUSTOMER SERVICE

__________ DEMAND/LEAD GENERATION

__________ EVENT MARKETING

__________ EXECUTIVE/SENIOR LEADERSHIP

__________ HR/RECRUITING

__________ INVESTOR RELATIONS

__________ PRODUCT MARKETING

__________ PUBLIC RELATIONS

__________ SALES MANAGEMENT

__________ SALES SUPPORT/ENABLEMENT

__________ SOCIAL MEDIA

__________ STRATEGIC MARKETING

__________ WEBSITE/ONLINE MANAGEMENT

DEPARTMENTS/FUNCTIONS

75%MORE THAN

OF MARKETING EXECUTIVESDO A POOR JOB OF MANAGING MARKETING AND SALES MESSAGES. (CMO COUNCIL)

TOTAL __________


UNDERSTANDING YOUR COMMUNICATION PARTNER ECOSYSTEM

ACTION ITEM

Once you have completed this section,

add up the total number of partners you

have involved in some aspect of messaging

development and delivery.

The next step is to evaluate all the partners you work with that also have messaging development and

delivery responsibility. Place a checkmark next to the types of partners you work with from a communications

or marketing perspective.

_______ __________ AD NETWORK PARTNERS

_______ __________ ADVERTISING AGENCIES

_______ __________ BRANDING AGENCIES

_______ __________ CONTENT MARKETING FIRMS

_______ __________ CUSTOMER LOYALTY/RETENTION FIRMS

_______ __________ CUSTOMER SERVICE/CALL CENTER PARTNERS

_______ __________ DEMAND/LEAD GENERATION FIRMS

_______ __________ EMAIL MARKETING FIRMS

_______ __________ EVENT MARKETING FIRMS

_______ __________ INVESTOR RELATIONS

_______ __________ MARKETING/COMMUNICATION FIRMS

_______ __________ PUBLIC RELATIONS FIRMS

_______ __________ SALES SUPPORT/ENABLEMENT PARTNERS

_______ __________ SALES TRAINING COMPANIES

_______ __________ SOCIAL MEDIA/MARKETING FIRMS

_______ __________ WEBSITE DESIGN AND DEVELOPMENT FIRMS

_______ __________ OTHER PARTNERS:

___________________________________________

___________________________________________

___________________________________________

YES # OF PARTNERS

40% OF ORGANIZATIONSCITE “COMPLEXITY” AS THE GREATEST BARRIER TO IMPROVING MULTICHANNEL CUSTOMER EXPERIENCE(MULTI-CHANNEL CUSTOMER EXPERIENCE REPORT)

TOTAL __________

PROSPECTS ONLY PERCEIVE

10% OF CORPORATE MESSAGING TO BE RELEVANT. (CORPORATE EXECUTIVE BOARD)

86% OF BUYERS SAY CONTENT IS NEITHER USEFUL, RELEVANT NOR ALIGNED WITH NEEDS OF PEOPLE IN THE BUYING DECISION. (IDG)

http://www.oracle.com/us/products/applications/cust-exp-impact-report-epss-1560493.pdf


CHANNEL/VEHICLE: OWNERS:

IDENTIFYING YOUR PRIMARY COMMUNICATION CHANNELS AND VEHICLES

Finally, you must audit and document the communication channels and vehicles you use on a consistent

basis to deliver your corporate message. Place a checkmark next to the channels and vehicles you use to

engage prospects and customers. It would also be helpful to identify the individual, department or partner

that owns this particular vehicle/channel.

_______ BLOGS

_______ BROCHURES

_______ CASE STUDIES

_______ CATALOGUE/DIRECTORY LISTINGS

_______ CONTENT MARKETING ASSETS

_______ DIGITAL ADVERTISING

_______ DIRECT MAIL

_______ ELEVATOR PITCH

_______ EMAIL CAMPAIGNS

_______ EVENT PROGRAM GUIDES

_______ FLYERS/SALES SHEETS

_______ INTERACTIVE SIGNAGE

_______ LANDING PAGES

_______ MOBILE APPS

_______ MOBILE SITES/MICROSITES

_______ NEWSLETTERS (EMAILS)

_______ NEWSLETTERS (PRINT)

_______ OUT-OF-HOME ADVERTISING

_______ PODCASTS/WEBINARS

_______ PRESENTATIONS

_______ PRINT ADVERTISING

_______ PRODUCT SPEC SHEETS

_______ RADIO ADVERTISING

_______ SELF-RUNNING DEMOS

_______ SOCIAL MEDIA POSTS

_______ TELEVISION

_______ TRADE SHOW SIGNAGE

_______ VIDEOS

_______ WEBSITE CONTENT

_______ WHITE PAPERS

_______ OTHER VEHICLES

MARKETING

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CHANNEL/VEHICLE:

CHANNEL/VEHICLE:

OWNERS:

OWNERS:

_________ ANNUAL REPORT

_________ BYLINE ARTICLES

_________ INVESTOR PRESENTATIONS

_________ PRESS KIT MATERIALS

_________ PRESS RELEASES

_________ STORYLINES/PITCH DECKS

_________ OTHER PR VEHICLES

_________ AGREEMENTS/CONTRACTS

_________ CUSTOMER PRESENTATIONS

_________ CUSTOMER/PROSPECT CALLS

_________ ONLINE PRESENTATIONS

_________ PRODUCT DEMOS

_________ PROPOSALS

_________ PROSPECT EMAILS

_________ RFP CONTENT

_________ SALES ENABLEMENT TOOLS

_________ SALES PRESENTATIONS

_________ SALES SHEETS

_________ OTHER VEHICLES

PUBLIC RELATIONS/INVESTOR RELATIONS

SALES

____________________________________________

____________________________________________

____________________________________________

____________________________________________

____________________________________________

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_________ CALL SCRIPT MESSAGING

_________ CUSTOMER CALLS

_________ CUSTOMER EMAILS

_________ CUSTOMER NEWSLETTERS

_________ POST-CALL CORRESPONDENCE

_________ SPECIAL OFFER/PROMOTIONS

_________ UPSELL/CROSS SELL MESSAGES

_________ OTHER VEHICLES

_______________________________________

_______________________________________

_______________________________________

_______________________________________

_______________________________________

_______________________________________

_______________________________________

_______________________________________

CHANNEL/VEHICLE: OWNERS:CUSTOMER SERVICE/SUPPORT

ACTION ITEM

Once you have completed this section, add up the total number of different channels/vehicles

you use to deliver your corporate message in the marketplace.

TOTAL __________


ONE OF THE BIGGEST SALES EFFECTIVENESS PROBLEMS IS THAT THE MAJORITY OF SALESPEOPLE ARE LEFT TO DEVELOP THEIR OWN MESSAGING. MARKETING MUST FILL THIS GAP. THEY MUST PROVIDE EFFECTIVE MESSAGING TO SALES AND A FEEDBACK SYSTEM TO MONITOR MESSAGING qUALITY. (ES RESEARCH GROUP)

THE AVAILABILITY OF PRODUCT AND SERVICE INFORMATION ON THE WEB AND THROUGH SOCIAL NETWORKS HAS FUNDAMENTALLY TRANSFORMED THE MARKETING AND SALES FUNNEL, PUTTING PRESSURE ON MARKETING AND SALES TO ALIGN BOTH PROCESS AND CONTENT/MESSAGING. (ABERDEEN GROUP)


qUANTIFYING YOUR MESSAGING DEVELOPMENT AND DELIVERY CHALLENGENow that you have a much better understanding of the complexity surrounding corporate messaging

development and delivery across your organization, it’s time to quantify the severity of your situation.

Below is a formula that will help you capture and quantify the corporate messaging development and delivery

complexity across your enterprise.

TOTAL NUMBER OF DEPARTMENTS INVOLVED

TOTAL NUMBER OF PARTNERS INVOLVED

TOTAL NUMBER OF CHANNELS/VEHICLES INVOLVED

MESSAGING DEVELOPMENT/DELIVERY COMPLEXITY FACTOR

0 -150 (LOW)This is manageable and can be solved by developing a Corporate Messaging Platform that will ensure

your team has access to a single source of clear, compelling and consistent corporate messaging, tools

and content.

151-300 (MODERATE)You not only need a Corporate Messaging Platform but you also need to implement defined processes

and messaging training programs that will ensure the consistent delivery of corporate messaging across

critical functional areas of your business, marketing partners and communication channels.

301+ (HIGH)Your situation is extremely complex and therefore you will need to develop a Corporate Messaging

Platform and implement organizational change management programs (training, education, awareness)

that will ensure your organization can deliver clear, compelling and consistent corporate messaging

across all customer touchpoints.

+

X

=

SCALE:Below is a scale that rates how much complexity you are dealing with and the challenge

you face with respect to delivering a clear, compelling and consistent corporate message

throughout the customer experience.


FACT: Messaging development and delivery has grown exponentially complex.

FACT: How prospects and customers engage with your company and consume your story has forever changed.

Today, prospects and customers expect messaging continuity and consistency across all channels and

connections 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.

A recent McKinsey study revealed the number one trait of companies that succeed in delivering a superior

customer experience is the ability to develop and deliver a clear, consistent corporate message.

What this means is that you must find new ways to manage messaging development and delivery throughout

the customer experience. How you deal with the complexity captured in this assessment will determine the

level of success your company achieves in the future.

WHERE DO YOU GO FROM HERE?

BUSINESS SUCCESS IN THE FUTURE DEPENDS ON YOUR ABILITY TO DELIVER MESSAGING CONTINUITY THROUGHOUT THE CUSTOMER EXPERIENCE.

Based on your messaging development and delivery “Complexity Factor,” the following questions will help

you determine how to deal with the challenges you face.

Do you have a comprehensive Corporate Messaging Platform that contains the strategic messaging,

tools and content internal departments and marketing partners need to deliver a consistent message?

If you do not have a Corporate Messaging Platform, do you have the time, resources and expertise

in-house to develop a clear, compelling and comprehensive message and infuse that message

throughout the customer experience?

Is your organization fully behind a clearly defined and documented corporate message, position and

story? If not, what must you do to ensure your employees have access to the education and training

they need to bring our story to life throughout the customer experience?

About OnMessage

onmessage is a messaging infusion company with a proven

model for helping you develop a clear, compelling and consistent

corporate message. our methodology aligns your company’s

strengths and true points of difference with customer needs to

create a messaging platform that elicits optimal engagement

throughout the customer experience. this methodology, when

combined with our employee training, sales enablement, content

development and brand integration services, enables you to

achieve a higher return on every connection you make.

We do this through five highly integrated service offerings

that enable you to:

> develop and deliver a clear, compelling and consistent

corporate message

> train employees so they can bring your corporate

message to life

> provide sales with engaging messages, stories and tools

> extend and amplify your story with compelling content

> Integrate your corporate message with captivating

brand creative

By partnering with us and infusing consistent messaging

in all five of these areas, you can create a differentiated

customer experience that will accelerate business growth.

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Corporate Messaging Development and Delivery Assessment for 2015

Marketing

Transcript of Corporate Messaging Development and Delivery Assessment for 2015