Being the sports enthusiast that I am, I love this time of year. March Madness is in full swing and down to the Final Four. And what madness this year’s tournament has delivered so far. Exciting opening rounds, Sweet Sixteen and Elight Eight games. A decision here or there has decided great games, and amazing execution has followed. We’ve seen surprise after surprise of upsets of favored teams by the upstarts — all with the common goal of cutting down that net.
While surprises, upsets, and last-minute execution shifts may make for thrilling college basketball games and entertainment, they’re not part of a winning strategy for your market messaging and customer engagement, which drive the growth that your CEO expects.
In our discussions with CMOs and marketing leaders across industries and business models, we find that many senior marketing executives still struggle with bringing a disciplined approach to the creation and execution of messaging. Rather, we see messages developed in an ad hoc way to solve the need of the moment, giving little thought to alignment from the customer’s view across touchpoints.Read more