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Home arrow Marketing arrow Value-ology: Aligning sales and marketing to shape and deliver profitable customer value propositions
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Step 5 Campaign Alignment

We’ve already touched on the need for campaign alignment in Chap. 7. To summarise, we feel there needs to be alignment on:

Language: What Do We Mean by Campaign?

This can be a problem between the different marketing camps as well as with sales. It’s probably worth reminding ourselves about the overall philosophy of our approach to get to a definition. Let’s start by putting ourselves in the customer’s shoes.

A customer of an organisation who deals with life on a product-by-product basis will soon ‘tune out’ of your campaigns if you hit them every time you have something you want to say about an individual problem. This was the problem we faced at BT and something a Sales Senior Vice-President of a global company was bemoaning yesterday. You can go from hundreds of products to one or two campaigns by selecting ‘themes’ that you campaign under. In this brave new world the customer isn’t bombarded and all the content they get is linked to an issue they should feel is relevant; for example, Agility’, ‘Growth’ or ‘Productivity’. After all, the themes came from customer research!

 
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