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

Tim Riesterer
Thu., Jun. 7, 2007, 12pm ET (9am PT)
90 minutes
This online marketing seminar received 4 star(s)

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.


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.

Who Should Attend?

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

What Will You 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

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