Yesterday I had an interesting call with a client who was informing me that he wants to switch to a competing website provider because he found a new company with better SEO/SEM capabilities and he feels this new company will improve their search results.
I went on to tell him that we had recently "beefed up" our SEO/SEM capabilities (which we have, I wasn't just blowing smoke at him) and I am confident that we have a better solution for him which led him to ask, "Well who inside your organization is responsible for messaging this new capability to clients?" Interestingly enough, I didn't know, I'm not even sure what I told the client...I probably just fumbled over my words and sounded like an idiot.
I began thinking about this, who REALLY is responsible for messaging new functionality to clients? Is it the Account Manager who has regular contact with the client? Or maybe it's the sales person, after all he is responsible for generating more revenue from clients. Maybe I'm just trying to cover my --- but this scenario doesn't necessarily fit the salesman's job because the new features are not "revenue generating" features, they're just enhancements. Maybe it's the marketing department who puts together all newsletters and client notifications.
Either way, if your organization hasn't had this discussion then it's probably time to be proactive about messaging new features to your clients. It does absolutely nothing for your business if you're working hard developing all these new features but no one knows what you're doing! If that explains your organization then someone with a better message is ready to come in and take your business.
Competitors are out there!