MarketIntellibits is published semi-monthly by MarketIntell, a Market Intelligence
consultancy founded by Jack Miller, a long time sales and marketing executive in the
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Volume I Issue 6
April 30, 2005
“Are Your Stars Aligned?”
When my son was young, we used to delight in watching “The Dukes of Hazzard”
Even to this day, even though he is fully grown, I will occasionally ask him, in my best
Boss Hogg imitation, “What th’ hell ‘r you doin’ boy?”
That is my question to you today.
Of course, in the business world, this question gets modified for political correctness
and translates a bit differently. But the question is:
What are you trying to do?
What are you trying to tell your customers?
WHY should they buy from you?
You have Stars on your team: Management Stars, Marketing and Sales Stars,
Are your Stars aligned?
If I were to ask your sales reps, why do your customers buy from you, what would they
say? Price? Quality? Relationship? Service?
Or would they say something else? Perhaps “we go the extra mile” or “we’re a one stop
Are your sales people sending the same message your Marketing Department is
sending? What is that message?
Will their answer be a tag line like “Make it Real” or “Pepsi Generation” or “We Bring
Good Things to Life”? If so, what does that tag line mean?
And if I were to ask your customers the same question, would they give me the same
answers as your marketing and sales people?
I hate to think your marketing message is all about quality, while manufacturing is
shaving quality to cut costs, and sales is selling on price, at the same time you are
losing customers because of service.
It’s all about branding. What is your brand promise? What is your value proposition?
And does the whole team know it, live it, breathe it, sell it?
Remember, if you’re very good, you’re in trouble.
You need to be differentiated, and all your Stars need to understand and communicate
exactly how you are differentiated .
Are your Stars aligned?
If you don’t know, you need to find out.
If you think you know, it might be a good idea to make sure.
Click here to learn more about MarketIntell’s proprietary Marketing Alignment ProfileTM, a
simple survey of your staff and your customers to measure the alignment of your Stars.
Or, contact Jack Miller directly by mailto:MAP@mktintell.com
or by phone at 203 925 0326.
© 2005 MarketIntell. All rights reserved.
Market Intelligence Consulting
Be sure to watch for the next issue on May 15:
“You know you’re in trouble if…”
Click here to view the previous issue:
“Mind your P’s and Q’s, and don’t forget about R’s and S’s.”
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