The value of getting it right is estimated to represent a $10M+ revenue boost for enterprise companies.
Customer research is widely used in organizations, but many companies do not fully leverage it to properly craft and execute their brand message.
Marketers lack confidence that their story can be told consistently when it leaves their office.
Nearly two-thirds of respondents estimate the value of a consistent message at $10MM or more annually.
The rate of introduction of new products, services, promotions, and campaigns makes alignment even harder, with more than half of companies launching products on at least a quarterly basis.
The ways marketers are mobilizing their teams are outdated. Just as their external marketing has gotten more dynamic, their internal mechanisms need to catch up.
Understand what enterprise companies are doing to achieve brand alignment across their entire organization:
Although Marketing has it figured out and is well versed, the rest of the company has a low adoption/awareness level of our brand story.
The company is a collection of divisions and acquisitions that are not centrally managed.
Our story is brand new. It’s an evolving message. Employees can talk about products, but the brand story is a bit longer and harder.