Get the Message: The Importance of Internal and External Communications

Consider yourself a leader
There was one notable exception to the "Follow the Rule" rule. And, again, it was the only respondent who had direct sales experience. He believes there has never been a better time for marketing and public relations to "team up" and drive what he called "consideration" of a product or service. Consideration, he said, is the key stage of the sales process between awareness and purchase. Advertising can create initial awareness. Public relations can enhance credibility through third party editorial endorsement. But, the "crown jewel" occurs when consumers are extolling the virtues of your product or service to one another. And, that, he says is where the rubber too often doesn't meet the road. Sure, most organizations are migrating to lower-cost social media as the backbone of their revamped marketing campaign. But, how many senior marketers are taking the time and effort to understand the customer voice? How many are sitting in on customer sales calls in a "fly-on-the-wall' stealth mode in order to understand pain points, needs and wants?

Without first-hand customer knowledge, how can even the savviest CMO or corporate communications executive uncover new marketing strategies and "sell" senior management on his or her ideas?

Perhaps our sales-savvy marketer is a lone voice in the wilderness. Perhaps many others will agree with the one communicator who sighed, "We're a staff function and don't provide revenue or profits. Everyone's an expert in our field and we all constantly watch our backs. It comes down to the relationship with the CEO. If we have one, then our counsel is valued. If not, we shut up and continue to crank out those product publicity and new officer press releases."

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