The Audience Your Marketing Team is Overlooking
Sep 19, 2018

The Audience Your Marketing Team is Overlooking

By Christopher Wallace, President, InnerView Group

With all the attention and investment marketers are putting into audience segmentation, there is one critical audience that marketers tend to overlook – their own employees.  Employees, specifically customer-facing representatives are the link between the company’s marketing strategy and the actual customer experience.  Too often, brand advertising tells customers it will deliver one thing, but oftentimes, customers don’t end up experiencing what the brand promises.  How can companies expect customers to be committed to their brand promise if their own...

5 Reasons Your Customer-Facing Employees Should Push Brand Over Products  
Sep 06, 2018

5 Reasons Your Customer-Facing Employees Should Push Brand Over Products  

5 Reasons Your Customer-Facing Employees Should Push Brand Over Products   Would you rather have the people who interact with your customers understand your products or believe in your brand?  Of course, the urge is to answer “both”, but the reality is companies are choosing between these two paths every day.  Both goals require an investment of time and money and those resources are in short supply.  The most common path is to invest in product training that will make your...

Marketing has a Training Problem 
Aug 22, 2018

Marketing has a Training Problem 

By Christopher Wallace, President, InnerView Group

Marketing has a Training Problem By Christopher Wallace, President, InnerView  Training is not a topic that most marketing or brand teams spend a lot of time thinking about.  The marketer’s job is to get the message to the customer, while internal partners in training or sales are responsible for getting customer-facing teams bought-in the to the story.  But as we have written about previously, that message is not making its way to the front lines.  Our research shows that two-thirds of marketers...

Marketing Accountability is Shifting: What’s Out, What’s In, and What to Do 
Aug 08, 2018

Marketing Accountability is Shifting: What’s Out, What’s In, and What to Do 

By Christopher Wallace, President, InnerView Group

In 2018, consumers will spend half of their time interacting with online media, more than any other medium.  As the consumption has shifted more to digital, so have the marketing dollars, with companies on track to spend $119 billion on digital marketing by 2021.  While digital has given marketers new options to reach their target audiences, it has also forced them to learn new disciplines, understand more in-depth metrics, and make investments in channels they might not fully understand.   While...

3 Ways to Put Humans at the Center of your Customer Experience
Jul 25, 2018

3 Ways to Put Humans at the Center of your Customer Experience

By Christopher Wallace, President, InnerView

Customer experience has become one of the hardest to define business concepts of  our time.   When CMOs from  25 of the largest and best-recognized brands in the worlds gathered recently for a  private think-tank session at the  Cannes Lions International Festival of Creativity, customer experience was one of the primary topics. However, their  stance on t was  quite  simple – customer experience  needs to become  more “human”.   Adweek spoke with  Mathilde  Delhoume  from LVMH, who shared that  brands need to  focus on the longer-term  customer relationship...

Pssst… Your Brand Is Leaking
Jul 12, 2018

Pssst… Your Brand Is Leaking

By Christopher Wallace, President, InnerView

A “brand” is a delicate concept.  Think about the elements that make up a brand – the visuals (logos, photos, commercials), the carefully chosen words that make up the story.  Brands are designed to be make an emotional connection with customers, so it would stand to reason that the people who craft a company’s identity grow attached to it.  The brand is a marketer’s baby, their work of art.  To all those marketers, I hate to break it to you but your brand is leaking.  The intricate story you've faithfully worked to craft is falling apart, but it isn’t your agency,...