There has been a lot of great conversations in just the past week about the importance of aligning marketing and sales – but the majority of those conversations have focused on attracting, engaging and converting new customers.
What about the importance of the customer experience after the purchase so that the experience drives repeat purchases, loyalty and even referrals?
And, once you start down this path, you have to answer a key question about the alignment of marketing and sales with service, administration, distribution…
Now, if your business limits the role of marketing to promotion and lead generation, you should be asking how your business aligns with the needs, wants and expectations of your target audience in order to ensure they consistently enjoy a unique, valuable experience that attracts, engages, converts and retains profitable customers?
If service and administration and shipping fails to continue delivering the same high quality experience that the customer enjoyed from marketing and sales, your business will see negative word-of-mouth from a great many ‘one and done’ customers.
And eventually, marketing and sales alignment won’t be able to overcome negative word-of-mouth so new customer acquisition will slow to a trickle…
