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You know the moment of misalignment. As the VP of Marketing, you’ve shared customer insights multiple times with the Chief Product Officer (CPO) as part of roadmap discussions. A curt “Thanks for the input, we’ll consider it.”
The Painful Present
- Economic buyer feedback from the win/loss analysis tells you they want an enterprise solution focused on outcomes that do more with less.
- The CPO’s roadmap vision is focused on building workflow features for technical buyers.
- A new competitor is winning low-hanging deals that were once yours.
- Chief Revenue Officer (CRO) grapples with how to compete against the new competitor.
- CEO is worried that the messaging is too complex, ceding market share to competitors with clearer messaging.
The Daily Struggle
- CRO is frustrated with a playbook that lacks updates on plays that showcase the firm’s messaging that drives value, instead of a discounted, commoditized product.
- The CPO prioritizes functionality for customers you’re not targeting.
- Everyone agrees that the platform needs new unified messaging. But everyone has a different definition of customer value.
- You believed in the vision when you joined the company, but too time is spent defending decisions instead of making decisions. You’re exhausted. Something must change.
The Future Vision
- The messaging is clear to economic, technical, and end users about what the four products are that make up the platform.
- The playbook clearly articulates the value of the platform for the agreed-upon ICP.
- Product features not aligned with the ICP are sunset.
- Win/loss insights drive the roadmap iteration.
Transformational Victory
- Customers look at your firm, not competitors, for solutions that drive value.
- CRO is thrilled because the playbook aligns sales as the customer’s strategic partner. Teams negotiate premium-priced contracts while competitors fight over discounts.
- CPO and CMO have a partnership based on data-driven insights and one vision.
- CEO is ecstatic about the increased number of new logos won because of clear messaging that enables the firm to dominate the industry.
- As a forward-leaning CMO, you have established the momentum that has turned the firm into a market maker, while competitors exit.
Your 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 win.
- Create and deploy an alignment strategy that accelerates revenue and achieves outcomes.
Ready to throw the Pepcid AC bottle out and start building partnerships? The Pivot Alignment Strategy Assessment™ is your action plan for growth.
Book a Discovery Session to learn more.
