Corporate Messaging Development and Delivery Assessment for 2015
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The document addresses the complexity and fragmentation of corporate messaging in today's multi-channel environment, highlighting the numerous departments and partners involved in message development and delivery. It emphasizes the need for a comprehensive corporate messaging platform to ensure consistency and clarity across all customer interactions. The assessment helps organizations quantify their messaging challenges and provides action items to enhance communication effectiveness.
Corporate Messaging Development and Delivery Assessment for 2015
- 1. IS YOUR CORPORATE MESSAGING FRAGMENTED AND INCONSISTENT? Enterprise Messaging Development and Delivery Assessment
- 2. 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. HOW ARE YOU DEALING WITH THE NEW WORLD OF MESSAGING DEVELOPMENT AND DELIVERY BOTH INSIDE AND OUTSIDE OF YOUR ORGANIZATION? 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. Is your corporate messaging fragmented and inconsistent? | enterprise messaging development and delivery assessment 1
- 3. ASSESSING WHERE CORPORATE MESSAGING ORIGINATES 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. DEPARTMENTS/FUNCTIONS __________ 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 75% MORE THAN OF MARKETING EXECUTIVES DO A POOR JOB OF MANAGING MARKETING AND SALES MESSAGES. (CMO COUNCIL) 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. TOTAL __________ Is your corporate messaging fragmented and inconsistent? | enterprise messaging development and delivery assessment 2
- 4. UNDERSTANDING YOUR COMMUNICATION PARTNER ECOSYSTEM 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. YES # OF PARTNERS _______ __________ 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: ___________________________________________ ___________________________________________ ___________________________________________ 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. 40% OF ORGANIZATIONS CITE “COMPLEXITY” AS THE GREATEST BARRIER TO IMPROVING MULTICHANNEL CUSTOMER EXPERIENCE (MULTI-CHANNEL CUSTOMER EXPERIENCE REPORT) TOTAL __________ Is your corporate messaging fragmented and inconsistent? | enterprise messaging development and delivery assessment 3
- 5. 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)
- 6. 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. MARKETING CHANNEL/VEHICLE: OWNERS: _______ 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 ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ Is your corporate messaging fragmented and inconsistent? | enterprise messaging development and delivery assessment 5
- 7. PUBLIC RELATIONS/INVESTOR RELATIONS CHANNEL/VEHICLE: _________ ANNUAL REPORT _________ BYLINE ARTICLES _________ INVESTOR PRESENTATIONS _________ PRESS KIT MATERIALS _________ PRESS RELEASES _________ STORYLINES/PITCH DECKS _________ OTHER PR VEHICLES SALES CHANNEL/VEHICLE: OWNERS: ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ OWNERS: _________ 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 ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ Customer SERVICE/SUPPORT CHANNEL/VEHICLE: OWNERS: _________ CALL SCRIPT MESSAGING _________ CUSTOMER CALLS _________ CUSTOMER EMAILS _________ CUSTOMER NEWSLETTERS _________ POST-CALL CORRESPONDENCE _________ SPECIAL OFFER/PROMOTIONS _________ UPSELL/CROSS SELL MESSAGES _________ OTHER VEHICLES _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ 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 __________ Is your corporate messaging fragmented and inconsistent? | enterprise messaging development and delivery assessment 6
- 8. 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) 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) Is your corporate messaging fragmented and inconsistent? | enterprise messaging development and delivery assessment 7
- 9. QUANTIFYING YOUR MESSAGING DEVELOPMENT AND DELIVERY CHALLENGE Now 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 + 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. 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. Is your corporate messaging fragmented and inconsistent? | enterprise messaging development and delivery assessment 8
- 10. WHERE DO YOU GO FROM HERE? 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? BUSINESS SUCCESS IN THE FUTURE DEPENDS ON YOUR ABILITY TO DELIVER MESSAGING CONTINUITY 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. Is your corporate messaging fragmented and inconsistent? | enterprise messaging development and delivery assessment 9
- 11. 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. © Copyright OnMessage, Inc. 2014 | All rights reserved. For more information For more valuable and informative resources that can help you improve your customer’s experience, go to: itsonmessage.com/resource Follow us on