THE MARKETING BUZZWORD-DU-JOUR ALIGNMENT

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THE MARKETING BUZZWORD-DU-JOUR: ALIGNMENT

May 28th, 2008

It’s no secret the definition of “marketing” has evolved. No longer does it refer exclusively to external communications, or even product functionality. It now includes elements formerly considered “operational functions” that contribute to the customer’s overall experience with your company, and you’ve no doubt experienced how managing these diverse functions are akin to herding felines.

To be successful at keeping all boots marching forward requires a whole new marketing mindset. Some marketing gurus are calling it “Alignment.” The concept is that the marketer of tomorrow must move from being strictly task oriented and focusing on “deliverables” to taking a more holistic view of the company and its relationship to its customers.

Often, clients will ask us about the process and steps to take to become “aligned.” And we always point to the importance of living a Brand Vision, which is essentially what you desire the company to stand for in the eyes of your customers and prospects. This Brand Vision serves as a “filter” through which to view your company, its offerings, its pricing, its distribution channels, its communications (both internal and external), its hiring practices, its post-sale strategies, its warranty and return policies, its way of handling dissatisfied customers, its way of making customers feel important and cherished, its priorities, management style, role in the community, etc.

In other words, every touch-point that makes up your business.

Viewing your overall business through your Brand Vision, there are some key questions to answer to ensure alignment throughout your organization:

What are the business goals you are trying to accomplish? What changes must occur to make these goals achievable?
What are the needs, insights, experiences and expectations of the customer?
What are the values shared by both the organization and the customer?
How can you add meaningful value to the customer through your core offerings?
What opportunities are there within the customer experience to surprise and delight customers in a relevant way?

It is important that the answers to these questions be shared throughout the organization, and not be viewed as the “property” of marketing or even of management. This will not only ensure organization-wide “buy-in” to your Brand Vision, it will empower employees all through the value chain to help bring that vision into reality in ways you may not even be able to envision.