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An 11 am meeting ends at 11:05 am. The CEO just torched your second-half launch plan. No warning. As the VP of Marketing, your ears are ringing with the words, “Just get it done.”
The Painful Present
• CEO wants to leapfrog the competition with the new AI product and announce it at the annual customer event – 3 months away.
• CFO is looking for cuts across the business to reinvest in the AI product.
• VP of Product’s hair is on fire because his team must work around the clock to deliver a General Availability product.
• VP of Marketing is asking how soon the sales team can be trained so they can brief customers on the product.
The Daily Struggle
• The content audit uncovers something unsettling.
• Content marketing language used to describe the Ideal Customer Profile (ICP) doesn’t match the case studies Sales has created.
• Products’ user personas don’t match the collateral your marketing team has created.
• Three different departments, three different companies, and one confused market.
• As a $15M firm looking to scale to $40M ARR, are you delivering an enterprise workflow optimization solution, or a midmarket process automation solution?
• Is your ICP a CIO or an Operations Director?
• However, you know that to leapfrog the competition, the company can’t afford the cost of misalignment. For every $10M in revenue, the company incurs $ 1.5 M in costs.
The Future Vision
• The firm is so clear on what they do and on one ICP that everyone operates from one source of truth.
• Product Management stopped chasing every customer feature request that has limited use for the ICP.
• The firm is aligned from pre-sales to post-sales for economic and technical buyers, and end users.
• The firm speaks with one voice across all content types Marketing develops, keeping the VP of Sales and the team busy since they’re on every prospect’s shortlist.
Transformational Victory
• The firm is viewed as an industry leader.
• Product stops burning out its team and uses the VP of Marketing’s market research to prioritize its roadmap.
• Sales and Marketing teams stop fighting and start collaborating to turn insights into closed deals.
• CFO invests revenue from accelerated growth into new growth initiatives that transform the industry.
• The CEO is viewed as a top visionary industry keynote speaker and is redefining the industry.
• As a forward-leaning VP of Marketing, you lead the initiative to define new adjacent markets the company will enter to become a $70M company.
Action Plan:
⚡Stop treating alignment as a buzzword and start using it as your secret sauce
🎯 Map pain points with precision (both internal and customer)
🔄 Invest in a 4-week alignment strategy assessment to identify and prioritize what to fix
⭐ Convert chaos into calculated moves that build trust and wins
🚀 Create and deploy a strategy that accelerates revenue and achieves outcomes
Ready to be seen as one company by your customers? The Pivot Alignment Strategy Assessment™ is your action plan for growth.
Book a Discovery Session to learn more.
