Clarity and conviction in the mind of your customer starts with an authentic and consistently delivered corporate story. To establish clarity and conviction, CMOs must first address the enterprise-wide messaging development and delivery problem that exists across all three phases of the customer experience (self-service, sales, post-purchase). The CEO, CMO and customer experience leaders must get in a room and devise a plan for delivering a consistent story in the complex experience economy they operate in today. This starts with the CEO making the corporate story a strategic priority across the organization. The CEO must fundamentally buy in to the fact that your corporate story directly impacts the customer experience and financial performance. Read more...