Sales and Marketing on the Front Lines: Understanding and Delivering All that the Customer Values
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In today’s connected and ultra-competitive environment, you need to understand not just what the customers want to buy, but how and why. Customer 2.0 communicates, collects information, evaluates offerings and disseminates information differently and rapidly – and they are shopping for business outcomes, not always features and specifications. Some of the younger Customer 2.0 buyers do not have the experience to discern which offerings will deliver what they need, and they will believe anyone else more than the solution provider. What does that mean for industrial automation marketing and sales teams? That you need to understand your buyers and their habits, and discover what they are saying about your company and products, your competitors, and your partners. In the ideal world, you engage a multi-disciplinary team, then segment your markets and evaluate the multiple facets of what a each customer group values and how they buy. Beyond getting the messaging right, as the team out on the front lines, you must also spur activities that craft company-wide and eco-system-wide strategies for how to deliver that value effectively. It could be daunting, or it could give you a new perspective that helps boost your success. The audience will learn: How to improve planning by viewing market opportunities through more than one lens How Sales and Marketing can work together more effectively How an even broader team approach can better assess and describe what customers value What content you need for your on-line interactions to be fruitful
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Is your company vision clearly mapped out for today and for future products and/or services as a context for all company communications?
Have you developed your company's key messages for each unique audience and defined competitive differentiators?
Are you utilizing a matrix to measure the overall success in communicating the company's key messages effectively?
Are you getting placements in at least 50% of relevant editorial opportunities? How do you know?
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Are you actively seeking award opportunities? How many awards have you received so far this year?
Have you conducted a perception study to understand how your key constituents perceive your company?
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