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11 Questions Every Executive Should Answer

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This tool enables marketing and business executives to evaluate corporate
messaging effectiveness. By answering these strategic questions you’ll have
a better understanding of the challenges and opportunities your company
faces with respect to delivering compelling and differentiated messaging in
every customer conversation.

Published in: Business, Technology
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11 Questions Every Executive Should Answer

  1. 1. A POWERFUL TOOL For Evaluating Your Company’sAbility to Deliver a Clear, Compellingand Consistent Customer Experience.May 2013QUESTIONSEVERY EXECUTIVE MUST ASK ABOUTTHEIR CORPORATE MESSAGINGEVERY EXECUTIVE MUST ASK ABOUTTHEIR CORPORATE MESSAGING11QUESTIONS11
  2. 2. This tool enables marketing and business executives to evaluate corporatemessaging effectiveness. By answering these strategic questions you’ll havea better understanding of the challenges and opportunities your companyfaces with respect to delivering compelling and differentiated messaging inevery customer conversation.
  3. 3. 11 QUESTIONS EVERY EXECUTIVE MUST ASk ABOUT THEIR CORPORATE MESSAGING 3Q1: How well do you believe the messaging used in sales/marketing materials and customerconversations map to your strategic business drivers and product/service offerings?q Not at allq Very littleq For the most partq CompletelyBased on your answer, what can you do to ensure your messaging more accurately reflects the strategic vision anddirection of your business? Q2: When was the last time you audited/assessed the accuracy and consistency of your corporatemessaging across your core sales and marketing materials?q Within the last 6 monthsq Within the last 9 monthsq Within the last yearq Never been doneBased on your answer, what corrective action will you take to align your messaging with the current state of yourbusiness and ensure it still resonates/connects with your customer’s needs? A STRATEGIC CORPORATE MESSAGING ASSESSMENT
  4. 4. 11 QUESTIONS EVERY EXECUTIVE MUST ASk ABOUT THEIR CORPORATE MESSAGING 4Q3: How often are you frustrated when you overhear conversations with customers/prospects orsee sales/marketing materials that don’t convey the story you know you should be telling?q Neverq Rarelyq Too oftenq All the timeBased on your answer to this question, what specific actions can you put into play that will ensure this doesn’thappen in the future? Q4: When was the last time your employees and sales professionals were formally trained on yourmessaging and how to deliver your company’s story in customer and sales situations?q Within the last 6 monthsq Within the last yearq Within the last 18 monthsq NeverBased on your answer, what can your HR, marketing and business executives do to ensure employees understandand absorb the messages you want to convey in the market? A STRATEGIC CORPORATE MESSAGING ASSESSMENT
  5. 5. 11 QUESTIONS EVERY EXECUTIVE MUST ASk ABOUT THEIR CORPORATE MESSAGING 5Q5: How would you rate your messaging in the following key areas?CLEAR: quickly resonates with prospects/customers and clearly describes who you are and what you do.q Strongq Adequateq Needs significant improvementCOMPELLING: presents a compelling reason why your prospects/customers need your product/service and clearlydescribes the value you deliver.q Strongq Adequateq Needs significant improvementCONSISTENT: key messages are consistently used in prospect/customer situations and communication vehicles.q Strongq Adequateq Needs significant improvementUNIQUE: clearly explains your point of difference and why prospects/customers should choose you over thecompetition.q Strongq Adequateq Needs significant improvementBased on your answers, what action should marketing and business executives take to improve your messaging ineach of these areas?A STRATEGIC CORPORATE MESSAGING ASSESSMENT
  6. 6. 11 QUESTIONS EVERY EXECUTIVE MUST ASk ABOUT THEIR CORPORATE MESSAGING 6Q6: Do you have someone in your organization or a partner that “wakes up every day” with themission of developing and managing how your message is utilized across all communicationchannels?q Yesq NoList the reasons why you do or do not feel you should have an executive or strategic partner that is responsible forthis critical aspect of your business? Q7: How would you rate your company’s ability to deliver a clear, compelling and consistentmessage across the entire prospect/customer experience? (initial contact, demand generation, thesales process and post-sale communication)q Extremely effectiveq Needs improvementq Extremely ineffectiveBased on your answer, what specific action or investments must you make to create a more compelling customerexperience? A STRATEGIC CORPORATE MESSAGING ASSESSMENT
  7. 7. 11 QUESTIONS EVERY EXECUTIVE MUST ASk ABOUT THEIR CORPORATE MESSAGING 7Q8: Does your company follow a formal, repeatable process for auditing, assessing and aligningmessaging with customer needs and market trends?q Yesq NoIf you answered no to this question, and you feel this is critical to business growth, what action will you take toensure a formal process is put in place? Q9: Which best describes how your current messaging helps you attract new customers and closemore business?q Puts us in the best possible position to winq Adequately positions what we do but is not delivered consistently enoughq Doesn’t seem to connect or resonate quickly enough with customers/prospectsBased on your answer, what action can you take to ensure your messaging creates more compelling and effectivecustomer/prospect conversations? A STRATEGIC CORPORATE MESSAGING ASSESSMENT
  8. 8. 11 QUESTIONS EVERY EXECUTIVE MUST ASk ABOUT THEIR CORPORATE MESSAGING 8Q10: Do you have the resources and expertise to develop messaging that resonates with your targetaudience and clearly differentiates you from the competition?q Yesq NoBased on your answer, how can you secure the resources/expertise required to ensure your company develops andconsistently utilizes messaging that puts you in the best possible position to increase market share (for instance:hire a dedicated resource, engage a strategic partner, etc.)?Q11: Based on your answers to all of these questions, how important is it that you invest more time,resources and dollars to improve your company’s messaging?q Need to make it an executive level priority and budget item this yearq Need to focus more of my attention on messaging development and deliveryq At the very least I need to audit and assess our messaging to see if it is helping or hindering business growthLIST ANY OTHER ACTION ITEMS, THOUGHTS AND CONCERNS THAT CAME TO MIND AS YOU COMPLETEDTHIS ASSESSMENT: THANK YOU.By completing this assessment, we hope you have a better understanding of how well your company is positioned toleverage messaging as a strategic weapon in the marketplace. If you have additional questions and you would like tospeak with one of our messaging experts please email info@itsonmessage.com.A STRATEGIC CORPORATE MESSAGING ASSESSMENT
  9. 9. About OnMessageOnMessage is a messaging infusion company with a proven modelfor helping organizations develop a clear, compelling and consistentmessage. Our methodology aligns your company’s strengths andtrue point of difference with customer needs to create a messagingplatform that elicits optimal engagement across all communicationchannels. This methodology, when combined with our employeetraining programs, sales enablement solutions, and contentmarketing services, enables you to achieve the highest return onevery connection and communication investment you make.For more informationTo learn how OnMessage is helping companies change the wayleaders infuse messaging into their company, culture and customersvisit itsonmessage.com.Follow us ontwitter.com/onmessagefacebook.com/onmessageitsonmessage.com/blog© Copyright OnMessage, Inc. 2013 | All rights reserved.

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