Sridhar Ramanathan at The Pacifica Group writes very compellingly on his blog on “The Power of Excellent Messaging.” In the post, he compares messaging statements from two CRM solution providers, Salesforce.com and Siebel On Demand, and highlights the very striking differences between the two. (No prizes for guessing which company did the better job.)
What does messaging have to do with direct marketing and demand generation? Plenty. If you don’t know who you are, what you do, and why that matters (to quote Sridhar), demand generation will be an uphill battle at best.
A highly recommended read from a consultant whose work I know and respect.