In a fast-changing market, brand positioning can feel like a moving target.

When client needs fluctuate, it helps to be nimble. With the right guidelines in place, a company’s marketing message can stay brand aligned and on course.

Our last blog touched on the ways that situational marketing can help you connect with your audience on their terms without compromising strategy. Here, we’re exploring how a client used a situational marketing playbook to reach new customers and boost sales.

Poor messaging alignment had weakened the company’s position

Our client, a wireless technology company, was targeting C-level executives with a platform that held great potential in multiple verticals. The product and go-to-market strategy were sound, but field conversations weren’t translating into sales.

The company found that the sales talk track varied widely depending on the prospect’s situation. Lack of messaging alignment was weakening the brand’s market position. They engaged us to help them strengthen brand awareness, achieve a top-three position as a purchasing consideration, and boost incremental sales.

The market situation required a flexible solution

Rather than a one-size-fits-all program, the client needed a flexible solution that would equip field marketers and sales with tools to address specific lead generation and conversion scenarios.

We looked at all the scenarios and developed a sales and marketing playbook to systematically assess situations and communicate key brand messages.

Designed in three sections, the playbook’s plug-and-play format made it simple to implement direct marketing programs across the sales cycle.

Section 1 outlined key differences in various phases of the customer relationship to help build strategies around specific situations.

Section 2 included a situation assessment designed to help identify relevant sales and marketing approaches for each situation.

Section 3 contained a comprehensive tool kit with communications options, ballpark costs, and timing estimates for each. The tools could be quickly implemented as a situation demanded. Most importantly, they also aligned to the overarching value story and supported the company’s aggressive sales goals.

A playbook gave field marketing needed structure without sacrificing agility

By correlating the situation assessments to a menu of tactics, we took the guesswork out of direct marketing campaigns. The playbook provided needed flexibility while also helping to ensure that sales’ tone and messaging would remain consistent and client centric, whatever the scenario.

By implementing the playbook, our client was able to lower the cost to acquire a sales-qualified lead by 33% and decrease cost per sale by over 54%.

Could a playbook help keep your sales on point?

Talk to a Crossbow archer to find out.

Want to learn more? Stay tuned for our next blog, where we’ll talk about a company that used a situational marketing playbook to drive profitable growth.