Customer Message Management 1: Four Steps to Improving the Sales-to-Customer Conversation

Presenter: Tim Riesterer
Broadcast on Thursday, June 07, 2007
Duration: 90 minutes
Cost: $129.00 (FREE for Pro members)

Learn more about how our seminars work

In today’s rapidly commoditizing marketplace, the customer conversation is fast-becoming the last bastion of competitive differentiation. Surveys show that 85% of customer brand decision making is based on their experience with your field sales channel. As a result, your marketing department’s ability to create a solution and communicate differentiating value rests literally in the hands of, and on the lips of, your sales people.

So, how does marketing make sure the right conversations are taking place across a disparate sales force with varying skill levels?

This presentation will give you four essential steps for aligning marketing strategy with sales execution – to maximize impact at the all important point of customer conversation. The process outlined is formally called Customer Message Management™, which is detailed in a recently released book by the same name.

Don't miss the follow-up seminar on June 8th, Confuser or Clarifier? Creating more Customer-Relevant Messaging.

You Will Learn

• How to improve your customer-relevant messaging using a repeatable process
• How to deliver buying cycle-relevant communications by applying a cross-functional approach
• How to incorporate a method for training and reinforcement of new messaging and tools in the field
• How to provide sales-relevant access to needed support by using a new online access strategy

About this Seminar

Who Should Attend:

Marketing communication professionals who are ready to provide their sales teams with more effective marketing materials.

About The Presenter

Tim Riesterer is the co-founder and CEO of CMM Forum, a Wisconsin corporation that offers thought leadership, training, and consulting on Customer Message Management (CMM). Tim developed the CMM approach for creating more customer-centric, sales-ready marketing, communications and sales support. He has lead CMM initiatives for world-class companies such as American Express, Manpower, Caterpillar, FedEx, ADP, AmerisourceBergen, HP, MasterCard, Wells Fargo and others.

Tim is the co-author of "Customer Message Management: Increasing Marketing’s Impact on Selling" (AMA/Thomson July 2006). He has presented training seminars on the CMM approach, both online and offline, for over 1,000 companies and nearly 15,000 participants over the last 5 years.

He’s also the Director of the AMA’s Marketing and Sales Alignment Forum, an industry consortium that produces web seminars, internet radio broadcasts, regional conferences and newsletters, and hosts an online community. He’s the co-host of AMA’s internet radio show, Marketing Matters Live.

What Participants Said

Of the participants who evaluated this seminar, 88% would recommend it to a colleague. Some of their comments:

"Absolutely fantastic! It really puts into practical terms the need/reason for marketing and sales to work together to develop effective sales materials and processes. Extremely well laid out."

"Great way to remember that sales is our customer and that we need to consider them as an audience in addition to the true customer."

"One of the best MarketingProfs (or otherwise) seminars I've attended. Excellent speaker and excellent presentation.

Seminar Registration

Get all MarketingProfs seminars for a year for only $279.
Sign up for Pro Membership Now

Got Questions?

• Seminar Help & FAQs
• Contact pennyf@marketingprofs.com or
• Call our Pro Hotline: (866) 557-9625.