IS YOUR CORPORATE MESSAGING FRAGMENTED AND INCONSISTENT? Enterprise Messaging Development and Delivery Assessment
Jul 12, 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?
2Is your corporate messagIng fragmented and InconsIstent? | enterprIse messagIng development and delIvery assessment
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 __________
3Is your corporate messagIng fragmented and InconsIstent? | enterprIse messagIng development and delIvery assessment
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)
5Is your corporate messagIng fragmented and InconsIstent? | enterprIse messagIng development and delIvery assessment
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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6Is your corporate messagIng fragmented and InconsIstent? | enterprIse messagIng development and delIvery assessment
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
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
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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 __________
7Is your corporate messagIng fragmented and InconsIstent? | enterprIse messagIng development and delIvery assessment
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)
8Is your corporate messagIng fragmented and InconsIstent? | enterprIse messagIng development and delIvery assessment
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.
9Is your corporate messagIng fragmented and InconsIstent? | enterprIse messagIng development and delIvery assessment
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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