Are You Driving the Stagecoach?
As more and more mechanisms for customer contact and prospect outreach are developed, businesses have more and more people actively engaged in spreading their messages, talking about their products or services, explaining their competitive advantages, and why, ultimately, people should buy from them.
And people being what they are, all of them know that their function is critical to the success of the organization. And all of them are busy creating strategies to insure that their function fulfills its promise in the marketplace.
But who is pulling all these “strategies” together and making sure that they are cohesive and form a coherent whole when presented to the customer or prospect?
If you look at all these functions as horses pulling a stagecoach, the situation becomes crystal clear:
Are all the horses going off in what seems to them to be the best directions? Or is someone (like the CMO) keeping them in harness and pulling together?
If the horses are choosing their own directions, the stagecoach isn’t going anywhere. If the stagecoach has a driver managing the horses (creating and managing the implementation of an over-all business and marketing strategy), you have a much better chance of getting to your destination.
Are you driving your stagecoach?