Here is a template for ensuring you and your team are aligned
Ask yourself this question – if I have each member of my leadership team individually answer the following question, will each of their answers be the same – What are the top 3 to 5 decision criteria or decision drivers that our customer uses to decide whether they will buy from us?
If the answers come back aligned, there is a good chance that your sales and marketing messaging is effective. But if the answer is you’re unsure or no, the answers will not come back the same, then now is the time to address this.
Your customers, in the various market segments your company serves, have a set of criteria they formally or informally think through as to what they need to see and hear from your company before they will feel confident in purchasing your products or services. If today you went out to buy a new car or purchase a laptop, you know for yourself what the top 3 to 5 criteria you’d look for and will only purchase once you find a supplier that meets them. It’s the same with your customers.
Attached is a great template (Aligning My Team Around Customer Decision Drivers) to facilitate a dialog with your team to ensure you’re all aligned. Having this alignment will not only help you today in focusing your sales and marketing deployment, messaing and investment, but it will also help you one day in selling your company as it will be important for an acquirer to see you are very much on top of this.
