Let’s play “marketing long distance.” You know what I’m talking about…
CMO reads Gartner report that says the customer’s pain point is X.
CMO checks with top sales rep who says it’s more like X+1.
CMO hears X-2.
CMO briefs agency account lead who hears X-2-7.
Agency account lead briefs creative director who hears X-2-7-4+26.
Creative director briefs writer who hears [(X-2-7-4+26)*3]/61.
Writer submits draft which focuses on Y.
Creative director changes it to focus on Z.
Agency account lead recommends edits to focus on Z*5.
CMO adjusts to focus on Z*5 cubed, then sends to CRO for “final review.”
CRO makes changes based on the last customer conversation he had.
No one knows where it all went wrong. After all, they started by understanding the customers’ pain point.
Someone has to own understanding the target audience’s real problems, priorities and perceptions. Then make sure the execution is aligned accordingly.
Shouldn’t that be the CMO?
Do the senior marketers you know REALLY get the customers’ perspective?
How much time do they spend with customers and prospects just listening? Trying to understand what the world looks like from their side of the table.
The great news: Decision-makers are happy to share what they know. You just have to ask the right questions in the right context (i.e. non-sales).
Their answers will give you insights to help clarify your brand or product positioning, sharpen your value proposition and differentiators and focus your messaging.
See a list of disruptive, thought-provoking questions–and the entire listening process–at www.chieflisteningofficers.com/free.