The scene: Marketing just polished off the new corporate and product messaging. They have just engaged their agency partners to bring the story to market. The campaign launches … and we’re done. Think again. A thorough messaging development process focuses on internal awareness and recall just as much as it does on your external audience.

That’s where many marketers fall short. They forget the day-to-day material impact employees and executives have on message delivery. For instance, among CMOs surveyed, only 27% of these marketing executives were confident their teams remained on message with established platforms.

The truth is, establishing a messaging platform is just the beginning. If it is not properly infused throughout the entire organization, the power of clear, consistent messaging quickly loses steam. How do you make sure your message becomes the lifeblood of your organization?

Never underestimate the importance training and education. It is the critical element of any effective messaging development and deployment process. It’s no wonder most CMOs view messaging as a strategic discipline and a largely untapped opportunity to build brand equity, establish competitive differentiation and enhance sales effectiveness.

Is it time to align your messaging platform with your business strategy? If so, make sure you infuse it into your entire organization with proven training and education techniques. It will make all the difference.