How CMOs are creating greater value across the enterprise and a differentiated customer experience.
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Messaging infusion is a structured process B2B companies use to ensure a clear, compelling, and consistent corporate message throughout the customer experience. It involves collaboration among CMO and executive teams, requiring extensive assessment of the company's strategy and messaging, leading to a scalable, enterprise-wide messaging platform. This approach enhances strategic involvement across the business, aligning various departments and ultimately delivering a superior customer experience.
How CMOs are creating greater value across the enterprise and a differentiated customer experience.
- 1. Feb 29, 2016 James O’Gara CEO / Founder, OnMessage The first question you might ask is … what’s messaging infusion? It is the disciplined process leading B2B companies use to deliver a clear, compelling and consistent message throughout the customer experience. How does messaging infusion work? CMOs collaborate with the executive team to align the company’s go-to-market strategy with customer requirements and formulate a clear, compelling and consistent corporate message. To accomplish this, CMOs must conduct extensive discovery and diagnostic work to assess the company’s go- to-market strategy, competitive environment, voice of the customer (VoC) and voice of the employee (VoE). CMOs must ascertain what the corporate message is now and how it must be improved. They will then need to analyze how the corporate story is developed as well as where and when it is delivered throughout the customer experience. Based on a comprehensive understanding of the go-to-market strategy, competitive landscape, customer and story — CMOs must then develop a scalable enterprise-wide messaging platform that can be brought to life throughout the customer experience. Once a clear, compelling and consistent corporate messaging platform is in place — an infusion strategy must be designed and developed. The messaging infusion strategy formally documents the processes, people, systems and guidelines that are required to attain consistent messaging infusion throughout the customer experience. This will require some degree of process re-engineering, formal education and new operating procedures for marketing and customer-facing areas of the business. The corporate messaging platform and messaging infusion strategy are activated by “igniting the platform” across critical touchpoints throughout the customer journey. When these engines are up and running, measurement and reporting systems are used to ensure corporate messaging is resonating with customers and the infusion process is achieving engagement, conversion, retention and loyalty goals documented in the messaging infusion strategy. Messaging infusion requires top-down commitment from the CEO and CMO. It is not an overnight process. It is transformational in nature and a multi-year journey, but the value it creates across the business is well worth it. How does messaging infusion create value and why should CMOs care? Messaging infusion is about deploying disciplined and formal enterprise-wide processes that are intentionally designed to pull a clear, compelling and consistent corporate story throughout the customer experience. It is the strategic lever CMOs are pulling to gain greater control of the story consumed throughout the customer journey and connect customer-facing areas of the business that impact the overall customer experience. This comprehensive process increases the CMO’s strategic involvement across the business and creates significant value for critical stakeholders at the same time. Below are just a few ways messaging infusion creates value across the enterprise and how that value translates into a superior customer experience: C-Suite: > Strategically aligned go-to-market strategy and corporate story Shared vision, mission and values system Intimate understanding of the voice of the customer Increased knowledge of the voice of the employee Clearly defined and shared points of difference Full alignment of the story and corporate products / services / solutions Infusion: How CMOs Are Creating Greater Value Across the Enterprise and a Differentiated Customer Experience.
- 2. Clarity around the core value the company delivers Compelling, differentiated corporate message and customer experience Marketing Executives: Shared, consistent go-to-market story across all marketing disciplines Fully aligned messaging platform / content across the marketing partner ecosystem Compelling and consistent messages utilized by all customer-facing areas of the business Cohesive, connected and consistent multi-channel marketing strategies Greater control over the message consumed throughout the customer experience Improved customer acquisition, retention and loyalty rates Higher ROI on sales and marketing investments Sales Executives: Less time creating sales messaging, tools and presentations Increased sales productivity and selling time Compelling and consistent messages utilized in selling situations Consistent, connected self-service and sales processes in the buyer journey Value-driven sales conversations instead of features / functionality More qualified leads and shorter sales cycles Increased sales closure rates and share of wallet Customer Service: Clear, compelling messaging platform to drive call scripts Corporate messages woven into customer conversations Consistent corporate messaging training / education tools for call center reps Stronger connection to vision, mission, values and brand promise Connected story between pre-sales, sales process and post-purchase phases of customer journey Internal Communications: Consistent story to anchor internal communication strategy Shared messaging platform to drive efficient internal communication Increased connection with and belief in the corporate story as well as vision, mission and values More compelling and consistent messaging utilized in internal communication vehicles and initiatives Public Relations: More briefings and interviews that are “on message” and drive coverage Media strategies anchored in a shared corporate messaging platform Consistent positioning and key messages to craft media pitches and stories Increased media engagement and conversations based on defensible points of difference Human Resources: More compelling corporate messaging for recruiting top talent Effective and efficient employee orientation and onboarding processes Increased employee engagement and productivity Strategically aligned employer brand and external brand messages Strategically aligned and shared vision, mission and values system Motivated and inspired employee population and corporate culture Investor Relations: Strategically aligned Wall Street and customer story Company’s core value and point of difference clearly, consistently articulated in the market Increased investor and shareholder confidence in go-to- market strategy Employees: Clarity around the company’s higher purpose Deeper understanding of how daily-work activities play into the company story and promise Increased confidence in customer conversations Increased productivity; less time developing customer- facing communications Messaging infusion requires top-down commitment from the CEO and CMO.
- 3. Sales / Marketing Partners: Common platform stakeholder can use to drive a clear, consistent message Greater connectivity and continuity throughout the multi-channel customer experience Highly integrated, efficient and effective execution across all partners Increased collective ROI from partner ecosystem and multi-channel marketing strategies Messaging infusion is more than a process. It is a requirement for CMOs to capture the customer experience opportunity. It is changing the way leading companies develop, deliver and manage their corporate message. It is intentionally designed to meet the communication and connectivity requirements of to- day’s B2B buyer. Messaging infusion is how leading CMOs are building the foundation from which they deliver a differentiat- ed story and customer experience. It is the only marketing-led initiative that truly permeates every facet of the enterprise and the entire customer journey. More Information: For more information on messaging infusion and how B2B companies are transforming the way they bring their story to life throughout the customer experience visit: www.itsonmessage.com/pov To contact James O’Gara: jogara@itsonmessage.com