Most CEOs and even VPs of marketing think messaging is about a good tagline. That's probably 1% of the value-add of smart messaging work. And it's also not a quick hit with the executives: It can take weeks of very hard work to distill the essence of a company/product into hard-hitting words.
Here are some recommendations for you to consider when hiring a messaging firm. But first let me contrast good messaging versus mediocre messaging. Here's an excerpt from Oracle's newly acquired unit, Siebel CRM on Demand, which competes against Salesforce.com. Then below is Salesforce.com's story.
Siebel CRM on Demand
Siebel CRM OnDemand is an innovative, low-risk, flexible, hosted customer relationship management (CRM) solution brought to you by the company that invented CRM—Siebel Systems.
With Siebel CRM OnDemand, you can easily evolve your customer relationship strategy using the industry's premier CRM solution—with little or no up-front IT investment. More robust deployments can take advantage of Siebel's extensive services offerings—based on leading CRM best practices—to assist with custom implementation and integration requirements.
The result is that Siebel CRM OnDemand provides businesses of all shapes and sizes with a centralized repository of customer data and a real-time snapshot of all customer interactions. So no matter what your CRM requirements are, Siebel CRM OnDemand accelerates business value and lowers overall Total Cost of Ownership.
Salesforce.com is the worldwide leader in on-demand customer relationship management (CRM) services. More companies trust their vital customer and sales data to salesforce.com than any other CRM company in the world.
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Sridhar Ramanathan Rest of sig