Imagine your marketing team has published forty articles in a year. It has launched campaigns, sent newsletters and created new content for social media. Yet website traffic is falling, downloadable resources are barely generating any sign-ups and, when it is time to present the results, the same old question comes up: how many business opportunities have we generated?
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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...
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:
Many incentive programmes fail. Not because they lack rewards, but because they fail to change the right behaviours.
