Marketing and Enablement are critical components to your GTM success, yet rarely receive the same management bandwidth and executive oversight as other parts of the GTM process. Marketing is an easier battlefield on which to win, as few firms allocate the correct focus or skills.
Getting it right.
Producing strong marketing material is a time consuming process. The best message is invariably crowdsourced, involving knowledge from:
- The Product Organisation (features, capabilities, differentiators)
- The sales team (competitor capabilities, user feedback, most loved features)
- Executive leadership and sales management (customer priorities, executive purchasing processes)
- Marketing team (message synthesis, campaign tactics and social media)
There are few shortcuts to getting the message right, and that is when all parties have significant SME in their area.
CCAS can accelerate and streamline this process, bringing decades of experience in the product marketing sphere and helping teams to quickly get to the key, differentiating features that will drive lead generation, customer engagement, sales confidence and revenue.
Whether your product is a decision support tool, content or analytics, enterprise or trading technology, or the latest AI solution, we help you deliver a compelling customer centric message, not just a collection of company-centric features and benefits.
Thought leadership.
If the only time your customers hear from your sales organisation is to sell a new product or confirm a renewal, you are already in trouble.
It is essential that you bring thought provoking material to your customers, that you drive innovation and intelligence in your brand and that your sales organisation has the messaging and skills toengage with them on a number of soft touch points. Relationships are strengthened by value perception, arm your teams beyond brochures and order forms.
Whatever your sub-sector, CCAS can help design compelling material that will position your firm as a valuable partner, delivering insight and value above and beyond your core product. This material is critical in driving brand value perception, not just recognition.
Tactical Campaigns
Market volatility or the macro environment, regulatory changes, market trends, breaking news or controversies, there are a dozen great reasons to launch a tactical campaign, taking advantage of some type of catalyst for customer action. CCAS can work with CMO and your marketing team to produce differentiated and high impact campaigns that can help refill your top of funnel and put a spring in the step of your CCO.
