Customer Message Management: Increasing Marketing's Impact on Selling
Search in google:
In today's complex market, product advantage is fleeting. It is no longer what you sell, but how you sell it - meaning it is now vital to bridge the gap between sales and marketing. CUSTOMER MESSAGE MANAGEMENT does just that, eradicating the disconnect that for years has plagued the two departments and, in the process, increasing the effectiveness of both. With its thorough, practical coverage of CMM, this comprehensive guidebook gives readers invaluable insight into how to create effective brand, marketing, and sales messaging based on customer business roles and goals. It also equips readers with the skills to deliver those messages efficiently and effectively across all selling touch-points in a way that can be personalized for each prospect and customer. More than just creating customer-ready messages for the sales force to use, CMM helps companies discern how best to create messages, stimulate conversations, and continue customer dialogues that activate purchase intent.
Ch. 1What is customer message management?2Ch. 2Is marketing at risk of irrelevance to sales?9Ch. 3The sales frontline : welcome to no brand's land20Ch. 4Principles of customer message management29Ch. 5The business case for customer message management44Ch. 6Setting up a CMM project plan and team56Ch. 7Building a message map72Ch. 8Cross-functional messaging workshop89Ch. 9Message development and validation103Ch. 10Sales-cycle-relevant deliverable design119Ch. 11CMM delivery : ensuring sales adoption and use134Ch. 12CMM turns commodities into solutions142Ch. 13CMM fuels the sales training process150Ch. 14CMM across the marketing continuum160
