The Page Group has long been advocating the importance of fully integrated brand and marketing strategies. Customer experience is critical in today’s marketing, and to develop a strong customer experience brand strategy and fully integrated brand connections is imperative. We believe strongly that any business today needs to have a brand silo inside its organization that holds all the brand DNA, messaging, and company brand values. Then we must align every department within the organization to reflect the brand silo’s core philosophy’s to every touch point the consumer has with your business. By aligning the brand, and building consistent brand and marketing messages that have been developed in a cooperative manner with all departments you achieve one of the most important characteristics any company needs in today’s marketplace. Consistency of message with everyone that touches your company. Then consumers begin to believe in your business, your brand, and your message. Confusion only disillusions the consumer and increases the risk of your consumer leaving your brand because it does not align with their vision of the brands they support.
Study: Sales, marketing disconnect resulting in bad customer experience
BizReport : Advertising : July 29, 2014
Study: Sales, marketing disconnect resulting in bad customer experience
It is no secret that a bad experience – whether in store or online – can hurt the reputation of a business. New data out from Showpad and Demand Metric shows just how important experience has become because in a majority of cases (72%) bad sales experiences result in a loss of revenue.
customer experience
According to new data out from Showpad and Demand Metric, just over half of sales and marketing pros agree that when a bad sales experience occurs there is an immediate loss in opportunity for the business. That lost opportunity can take months or even years to repair, which means the company doesn’t just lose that one sale, but other potential sales that would have been made moving forward.”We have seen that the cost of a bad sales experience is high, with most companies leaving millions on the table. Fortunately there are powerful solutions to help companies to overcome these challenges,” said Pieterjan Bouten, Co-Founder and CEO,Showpad. “Delivering the right content, in context, at the right time has proven to be critical to avoid a bad sales experience.”Some interesting takeaways from the report include:• 70% of sales pros report ‘striking out’ when engaged with qualified prospects
• 64% of sales pros believe marketing content is ‘neutral to ineffective’
• 76% of marketing pros believe their content is ‘effective’
• 47% of sales pros report they ‘don’t get support’ from the marketing department
“The results of this recent survey clearly show that companies across the board are consistently losing revenue because of bad sales experiences,” said Jerry Rackley, Chief Analyst, Demand Metric. “We’ve been able to derive some valuable insights that can help the marketing and sales functions understand how to better collaborate to ensure that bad sales experiences become a thing of the past.”
Most marketing and sales pros admit there is a breakdown between their departments, but in this report neither ‘side’ admitting culpability in the miscommunications that cause prospects to turn away from sales calls.
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