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You’ve been in this meeting before.
The Painful Present: When Consensus Feels Like Quicksand
- The topic? “Customer Strategy Alignment.” For two hours, everyone nods in agreement.
- Yes, we need more focus. Yes, our messaging should be consistent. Yes, we should target the same ICP.
- Then you leave the meeting, and nothing changes.
The Daily Struggle: The illusion of agreement
- Product continues building for enterprise use cases while you’re marketing to mid-market buyers.
- Sales keep closing deals that don’t match your ideal customer profile, but the customers churn a year later.
- The CEO talks about “focus,” but approves every feature request that comes across their desk, even though the customer doesn’t want those features.
- You wonder if everyone heard the same conversation. The words meant different things to different people, but no one wanted to slow down to define the terms.
- How many times can you have conversations asking what our ICP is?” Or rewrite approved messaging documents and marketing briefs instead of executing them.
- Spend more time on internal alignment than external growth. Every project becomes a negotiation about a fundamental strategy that should have been settled months ago.
- You know customers better than anyone in the room because you’ve got the data and the direct feedback. Yet, decision by committee, competing priorities, and internal politics are how the customer is defined.
- You’re exhausted fighting the same battles and just want to scream: “Just pick one customer and let me build everything around them!”
The Future Vision: True Alignment
- The company is aligned with the ICP you’ve defined for the company.
- Your marketing team
- The marketing strategy is aligned with the company’s revenue goals and OKRs.
- Strategy decisions are decisive because everyone understands how the ICP ties back to the company strategy.
- Your firm is among the top three on every customer’s short list.
- Your story is clear, and the outcomes you deliver cut through the noise.
- The CEO and the VP of Sales are your partners.
Transformational Victory: You’re Respected
- You, as VP of Marketing, and the VP of Sales are aligned.
- You and the CEO are aligned on the product roadmap that achieves customer outcomes.
- Your marketing team understands the strategy, builds a plan, and executes effortlessly.
- You are the one industry events want as the keynote speaker.
- Your firm is able to scale, drive more revenue, and achieve greater profitability
Your Action Plan: Ready to Pivot
Book a 30-minute Discovery Session. Let’s turn alignment into a growth strategy for your business.
