Your company’s image is its brand, and so the brand becomes the embodiment of the features and benefits of the company itself. To lay a strong foundation communicating your company’s value proposition internally and externally, you must ensure your brand foundation is solidly in place. By defining the key elements supporting your brand you can ensure your brand is differentiated from others in the market.
Communicating a Value Proposition that Resonates
All companies have a value proposition, but many make the mistake of creating a value proposition that doesn’t work very well for customers. How does this happen? Companies become internally focused and create value propositions centered around their own goals and priorities, not on their customers’ needs.
Many content marketing metrics are used for determining the success of gaining new traffic and customers. While these are definitely important considerations, some businesses make the mistake of not serving the customers they already have. Many customers -- 68% according to Socially In -- will find a new place to purchase their products or services if they feel you’re indifferent to their status as a customer. Others may think they’re getting a better deal elsewhere. These can lead to high churn rates and lost profits.
In today’s business environment, marketing must generate a measurable revenue stream. This means that when you invest in marketing strategies, tactics and tools, you must be able to capture and measure the return. Taking this revenue generating approach will allow marketing to become a stronger sales partner and take on more and more of the heavy lifting in the sales process. But what tactics can you use to pivot and make revenue marketing a reality in your business?
Bridging the Gap
If you think of yourself as a Marketing or Sales professional, then you likely have direct experience navigating the chasm that can exist between the Marketing & Sales teams. Even though both teams are working to achieve revenue goals and company growth, Marketing & Sales have very different approaches. The difference in these approaches is equal to the gap or chasm between the two sides.
Our name is changing but our core remains the same, to facilitate sales & marketing alignment and create positive customer experiences from the inside out.