Marketing from the Inside Out

Written by SCN Blog Contributor, Beth Perl Berman

Business leaders as well as marketing and sales professionals have a much broader job to do than ever before if they want people to Buy In, Sign on, Buy and Refer™. To achieve increased productivity, increased customer spending, and increased profitability, communications directed toward all of their audiences must be compelling. Leaders and owners need to connect in a meaningfully way, with their own people (and prospective job candidates) and with their customers, clients, influencers, and investors.


Employee engagement is a hot topic these days, and should be viewed at not only as an internal concern, but as a key marketing challenge. Savvy leaders recognize the implications of an average employee turnover rate of 33% with 9 of 10 people separating because of attitude (Forbes) are foreboding. Savvy leaders also know they need to cultivate an engaged culture where their people are passionate about the company, fully engaged in the company, and are inspired to contribute to its success.

All leaders who want to achieve high-engagement cultures must appreciate this: In order to create stickiness – especially with millennials – they need to do three things: connect their employees to what the organization stands for, connect each team member to the value they bring to the organization, and connect their people to each other. In essence, leaders must crystalize and communicate their personal WHY – i.e., how they are hardwired and what drives them, and learn/capitalize upon the WHY’s of their team members. With this intelligence, leaders can appreciate their employees’ gifts and place them in (or move them to) the “right seats” – in seats that will motivate them to excel.

When WHAT they do is aligned with WHY they do it, employees develop passion for their work and alignment with the organization’s cause. Per Gallup, companies in the top 25% in terms of engagement realize 22% higher profitability and 21% higher productivity. Imagine what that looks like at companies in the top 5 or 10% of the engagement scale!


Similarly, as we transition to a purpose-driven economy, organizations must connect authentically with their external audiences – with ideal clients, customers, stakeholders, and investors and new talent. Smartphones afford immediate access to competitive alternatives enabling buyers to compare features and benefits of alternative options with little or no effort, creating new marketing challenges.

To avoid becoming commoditized, organizations that formerly touted features and benefits of their products and services must now differentiate based on their greater cause. Equally important, for-profit and non-profit concerns alike must be authentic in every interaction or the online community will swiftly call them out. Understanding, and then clearly communicating, the organization’s WHY is the path to achieving this authenticity and connecting deeply with their various segments.

People Buy In, Sign On, Buy and Refer ™ when they resonate with what you believe, with your brand, with your WHY. Brand alignment translates to a 20% increase in wallet share (Gallup). That’s a 20% increase in spending from customers, clients and potentially, investors. When you communicate from your WHY you attract and engage ideal customers in a positive, emotionally charged way, a way that connects, a way that positively impacts decision making.


To net this out, when employees and team members identify with the visionary leader’s individual and organizational WHY, they become ambassadors for the cause. Clear, WHY-based communications converts “9-5’ers” to aligned team members who – at every customer touch point – can clearly articulate and advocate for what the organization stands for and inspire others to buy in, and buy. WHY-based organizations have the tools – and the mojo – to create powerful messaging and brand alignment.

When companies and organizations identify and express WHY they do WHAT they do, what they believe, people sign on. They buy into the cause. They buy into the organization. They become raving, referring fans. In a time when authenticity counts and connecting on a deeper level is essential, the WHY is foundational to achieving higher levels of success.


About Beth Perl Berman

I bring my burning desire to Contribute to Your Greatest Impact to each client and organization I serve. With ‘contagious’ energy and purposeful, positive thinking, my insights from 25+ years of Marketing and Sales, Business Development, Recruiting, and Job Search Coaching, in small to large organizations translate to winning results for my clients. I measure my success based upon my impact on yours.

I believe that the success or failure of leaders and organizations falls largely on the strength of their – internal and external – communications. My WHY-based/Compellications™ (Compelling Communications) formula answers the challenge we all face: to Compel the RIGHT PEOPLE to Notice, Connect & Engage… and sign on. I help you cultivate the RIGHT, loyal customers, clients, partners, and the RIGHT team members via clear, compelling messaging. The result? They Buy-In, Sign On, Buy and Refer!

Always contributing, I am a known ‘connector” and serve as Board, Communications Chair for the Exit Planning Exchange (XPX) – DC Metro chapter. I’ve presented and conducted workshops at Wells Fargo, the Power Conference, XPX (twice), the Virginia Women’s Business Conference, the American Marketing Association, Vistage,and other Executive Roundtables and, the Maryland Professional Assistance Outplacement Center. I launched and still run my successful communications consultancy, BPB Solutions, intentionally sans website to attest to the power of compelling communications.