Shifting Your Organization to be More Customer-centric
Despite having a client-first service culture, many companies don’t use an “outside-in” approach for their external communications. They concentrate on descriptions of workflows and product features rather than articulating a value proposition, benefits of their product or services, and how these benefits address clients’ pain points. Consequently, their marketing collateral, content, and even their offering misses the mark. This session explores typical challenges faced by companies creating content and looks at the impact on sales, which – lacking an understanding of value to the client – are often driven solely by price. Recommendations will be built around best practices of the Product Marketing and Management (PMM) model developed by Sirius Decisions. Adopting the PMM model will help improve user experience, allow for more efficient lead generation, and shorten time-to-market for product and service launches.