No matter the money you leash at marketing, your organization may be left on the bottom lines unless you have a clear plan & strategy that boosts employees’ product knowledge, establishes customer service standards, includes training, and create real accountability.
“Building this level of true alignment between marketing and execution depends on three factors: product knowledge, customer service and accountability”
1. Product Knowledge
With any marketing initiative, your employees must understand both the marketing offer and the fulfillment process. It needs to involve real, meaningful product training:
- What is the product?
- How does it work?
- Who is the target audience?
- Why would a customer want this product, or specifically, how does it make the customer’s life better?
2. Customer Service Training
Accountability is really about measuring and reporting. The most successful organizations establish clear service standards, and make them stand out by defining specific acquisition goals. When employees know you are measuring something, they will work to achieve it. And when employees are properly equipped, know what they need to achieve, and are accountable, results will follow.