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When manufacturer, distributor and partner communicate differently, the market notices. A customer receives one version of the proposition from the brand, another from the distributor and a third from the partner supporting them. The result is not more information, but more uncertainty.
Each month, the company reviews how the business is performing: new customers, open opportunities, sales forecasts, revenue...
Imagine a potential customer searching for exactly the service your company offers. They type in their query and, within seconds, receive a comprehensive answer generated by Artificial Intelligence. The information is accurate, answers their question and allows them to move forward. But your company does not appear among the sources.
You open a new channel expecting it to add revenue. But just a few weeks later, your sales team starts to notice something strange: accounts that were already theirs are now buying through another route, sometimes even on better terms.
Many companies invest in LinkedIn, organise events, publish content, launch email marketing campaigns or work on their website’s search engine visibility. However, when they analyse the results, a common question arises:
