Profiting From Audience Inter-Relationships

One of the great impediments to engagement is that it often involves inter-relationships between different audiences: customers, channel partners, sales and nonsales employees, suppliers and even your communities. The sales organization can affect the engagement of channel partners and employees if it makes false promises. Employees can hurt the engagement of customers, channel partners, and salespeople if they provide poor-quality products or services. Vendors can affect the engagement of employees, channel partners, and customers when their products or services fail to deliver. To address engagement, you have to look not only within the audience you’re in charge of, but other audiences whose actions might be affecting yours. Many organizations are not equipped to address issues that cut across internal silos. Unfortunately, you might face silos that limit your actions, but at least you can take them into account.

Each organization has a different type of audience. Generally speaking, audiences consist of:

  • Employees – sales and non-sales
  • Channel partners – distributors, agents, brokers, independent sales representatives 
  • Customers
  • Vendors and suppliers 
  • Your communities – either in business, the town around your business location(s), or society at large

For government agencies and not-for-profit organizations, there also are volunteers to consider.

The most sustainable engagement solutions will look for data and other information to identify inter-relationships that can affect engagement and performance, even if all can’t be fully addressed.