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Buyer's Guide

What Are the Symptoms of Ineffective Customer Communications?

 

There is over a decade of 3rd party market research, summarized in the two points below, which supports the assertion that your customer communications – marketing content and sales conversations – are 30 to 50% less influential than they should be.

  1. Less than 50% of your marketing and sales communications are relevant to your customers
  2. Less than 30% of your marketing content is relevant to your customer-facing teams

You know that your customer communications are not effective when:

Customer surveys say:

  • It’s hard to differentiate you from other vendors and their offerings
  • I don’t have what I need to gain colleagues’ support for initiative

Sales/Channel surveys say:

  • A significant portion of their time is spent on creating or recreating content for customer meetings
  • It’s tough to generate meetings, opportunities, and orders – “no one’s interested”

Marketing results show:

  • A low return on your demand-generation investments – conversion/sales follow-up rates are too low
  • A high percentage of your new product/market introductions fail to meet revenue projections

Leadership observations say:

  • It’s challenging to create and maintain competitive differentiation

  • There is too much margin/discounting pressure to differentiate products, win deals, and retain customers

What does your research tell you about the about the effectiveness of your customer communications?

 

 


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