White Paper: Creating Harmony Between Sales and Marketing
One of the fastest ways for a company to lose credibility is for sales and marketing to deliver messages that are out of tune with the marketplace. An inability to effectively articulate value can be addressed by aligning sales and marketing with a common language and consistent, value-focused messages.
Working within a Value Messaging Framework, sales and marketing will consistently create and disseminate messages that resonate with their buyers‟ most pressing goals, needs and problems. Most importantly, a messaging framework is customer-focused, not product-focused, which clearly conveys to customers and prospects that, “It‟s all about you.” It‟s a subtle cultural shift, centered on the harmonious creation of customer value.
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Client: Force Management