Even strategic initiatives like product launches and market expansions need to be tackled with speed. You can't wait around while competitors catch up—you need to rally your team around the new initiative right now, in the moment, before you lose your edge.
When critical challenges and opportunities arise, marketers don't have time to start from scratch. You need a winning message and the right content to respond quickly and effectively—just in time.
Imagine standing up any new initiative you need, at the exact moment you need it:
• Strategically aligned programs rolled out in days or weeks, instead of months
• Contextual messaging, instead of generic value propositions
• Marketing and sales enablement assets tailored to the moment instead of one-size-fits-all, multi-purpose materials
Here's how it works.
Rapid Response Messaging
When you need to quickly stand up new messaging, whether it's to launch a new product, respond to a competitive threat, or capitalize on a strategic opportunity, you don't have time to build an entirely new strategy.
Instead, consider using message frameworks based on buyer psychology and designed to address specific decision-making situations.
Message frameworks, like those we research and validate at Corporate Visions, provide a consistent, situation-specific structure that's scalable and repeatable for developing your new story. No matter what situation comes your way, you'll have a starting point to build a new message quickly—and you'll have confidence that it works.
For example, one company discovered that its biggest competitor was aggressively targeting their best accounts by hosting executive-level meetings to actively derail the incumbent relationship. The company needed to respond and ward off this urgent competitive threat immediately.
The starting point? An executive-level, retention-focused message designed to protect and grow the business with senior decision-makers. They based this message on a research-backed framework designed to elevate the conversation to the C-suite.
From concept to rollout, this company responded to an urgent competitive threat in two weeks. Having a framework ready sped up the process, but the message alone wasn't enough. They also needed the right content to enable their salespeople to deliver it.
Flexible Enablement Content
People learn best when they're in a deficit—a moment of need. In urgent, back-against-the-wall moments, you have no option but to learn, adapt, and either get yourself out of a tight spot or maximize an emergent opportunity.
Salespeople face varying degrees of deficit every day. It could be a KPI that reveals a gap or defect in the sales process. It could be the company asking them to learn a new product. Or it could be a major market change like a pandemic that requires them to instantly pivot their customer conversations.
In these moments, they're motivated to proactively seek out and learn the information they need. And marketers need to be ready to provide that information in a flexible and practical format.
For example, at the beginning of last year, one company decided to increase service prices—an initiative that would account for seven percent of its growth for the year. To make it happen, they needed to train about 6,000 sellers to deliver that price increase message to their customers.
After building the price increase message (based on another framework), The company created a "Why Pay More" call guide to provide structure for their conversation. The call guide included sample email and voicemail messaging content, along with potential questions, objections, and responses.
But that's not all.
The company also embedded micro-training videos in the call guide to reinforce key concepts from its popular negotiation skills training. These one-minute knowledge refreshers linked to the moments they specifically supported in the messaging.
This company rolled out a new message and enabled their entire organization within four weeks.
From Just-in-Case to Just-in-Time
When you shed your just-in-case messages and content in favor of situational programs, you can rally your entire company to respond to the most urgent obstacles and opportunities at the highest strategic levels of the organization.
When pivotal situations arise, your company won't be hobbled by a calendar of planned activities. When you need to muster your marketers and salespeople to adapt and deliver, they'll be "fit for duty." And you'll be able to deploy the right messages, training, and content at scale, with precision and speed.
To learn more, visit https://corporatevisions.com/