{"id":155,"date":"2011-02-05T14:00:16","date_gmt":"2011-02-05T22:00:16","guid":{"rendered":"http:\/\/www.gordonbenzie.com\/blog\/?p=155"},"modified":"2023-05-22T22:18:44","modified_gmt":"2023-05-23T05:18:44","slug":"whats-the-velocity-of-your-marketing-communications-pipeline","status":"publish","type":"post","link":"https:\/\/www.gordonbenzie.com\/blog\/whats-the-velocity-of-your-marketing-communications-pipeline\/","title":{"rendered":"What’s the Velocity of Your Marketing Communications Pipeline?"},"content":{"rendered":"

While driving on the\u00a0freeway during my morning commute\u00a0the other day, I had an epiphany moment. A stretch that had traditionally been a bottleneck seems to have\u00a0improved. Interestingly, the number of lanes has been reduced from 3 to 2, yet throughput has increased. My theory is that maybe\u00a0we drive faster\u00a0when given fewer choices compared to facing a series of merging lanes and decisions.\"\"<\/a><\/p>\n

I would propose that your\u00a0marketing communications strategy\u00a0could benefit from applying my observations on freeway traffic.<\/p>\n

How difficult are you making it for people to “find a lane” of what message you are saying and what\u00a0value proposition\u00a0you are presenting? Do you make it straightforward, so it is easy to “pick a lane” early, even if that lane is to exit? Or, do you offer many choices that merge at various times, resulting in a cluttered message? Think about the ramifications of a confusing message\u00a0on your prospects trying to learn what you do, an investor trying to identify your revenue model or a\u00a0sales rep trying to\u00a0close a sale. The impact extends across your entire organization, slowing down your throughput of leads or opportunities.<\/p>\n

Higher velocity is more efficient on multiple levels, from accelerating sales processes, locating new investment capital and training new employees.<\/p>\n

What do you think? Do you have a story on how a simplified message helped you to improve your marketing or sales efficiency? How about for raising capital? I would greatly appreciate\u00a0your feedback.<\/p>\n

Gordon Benzie<\/strong> is a marketing adviser\u00a0and business plan writer that specializes in preparing and executing upon business plans and marketing strategies.<\/p>\n","protected":false},"excerpt":{"rendered":"

Streamlining your marketing message or business plan theme can help to accelerate understanding by prospects, prospective investors and other readers, increasing the chance that your message will actually be heard and understood.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[12,4,1],"tags":[],"class_list":["post-155","post","type-post","status-publish","format-standard","hentry","category-business-communications","category-marketing-communications","category-uncategorized"],"yoast_head":"\nWhat's the Velocity of Your Marketing Communications Pipeline? - Making Every Word Count<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.gordonbenzie.com\/blog\/whats-the-velocity-of-your-marketing-communications-pipeline\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What's the Velocity of Your Marketing Communications Pipeline? - Making Every Word Count\" \/>\n<meta property=\"og:description\" content=\"Streamlining your marketing message or business plan theme can help to accelerate understanding by prospects, prospective investors and other readers, increasing the chance that your message will actually be heard and understood.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.gordonbenzie.com\/blog\/whats-the-velocity-of-your-marketing-communications-pipeline\/\" \/>\n<meta property=\"og:site_name\" content=\"Making Every Word Count\" \/>\n<meta property=\"article:published_time\" content=\"2011-02-05T22:00:16+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-05-23T05:18:44+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2011\/02\/MergingTraffic-300x300.gif\" \/>\n<meta name=\"author\" content=\"Gordon Benzie\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Gordon Benzie\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/whats-the-velocity-of-your-marketing-communications-pipeline\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/whats-the-velocity-of-your-marketing-communications-pipeline\\\/\"},\"author\":{\"name\":\"Gordon Benzie\",\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/#\\\/schema\\\/person\\\/73f83175cad0c07bed5148c9f843650f\"},\"headline\":\"What’s the Velocity of Your Marketing Communications Pipeline?\",\"datePublished\":\"2011-02-05T22:00:16+00:00\",\"dateModified\":\"2023-05-23T05:18:44+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/whats-the-velocity-of-your-marketing-communications-pipeline\\\/\"},\"wordCount\":278,\"commentCount\":4,\"publisher\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/#\\\/schema\\\/person\\\/73f83175cad0c07bed5148c9f843650f\"},\"image\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/whats-the-velocity-of-your-marketing-communications-pipeline\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/wp-content\\\/uploads\\\/2011\\\/02\\\/MergingTraffic-300x300.gif\",\"articleSection\":[\"Business Communications\",\"Marketing Communications\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/whats-the-velocity-of-your-marketing-communications-pipeline\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/whats-the-velocity-of-your-marketing-communications-pipeline\\\/\",\"url\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/whats-the-velocity-of-your-marketing-communications-pipeline\\\/\",\"name\":\"What's the Velocity of Your Marketing Communications Pipeline? - Making Every Word Count\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/whats-the-velocity-of-your-marketing-communications-pipeline\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/whats-the-velocity-of-your-marketing-communications-pipeline\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/wp-content\\\/uploads\\\/2011\\\/02\\\/MergingTraffic-300x300.gif\",\"datePublished\":\"2011-02-05T22:00:16+00:00\",\"dateModified\":\"2023-05-23T05:18:44+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/whats-the-velocity-of-your-marketing-communications-pipeline\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/whats-the-velocity-of-your-marketing-communications-pipeline\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/whats-the-velocity-of-your-marketing-communications-pipeline\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/wp-content\\\/uploads\\\/2011\\\/02\\\/MergingTraffic.gif\",\"contentUrl\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/wp-content\\\/uploads\\\/2011\\\/02\\\/MergingTraffic.gif\",\"width\":\"400\",\"height\":\"400\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/whats-the-velocity-of-your-marketing-communications-pipeline\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"What’s the Velocity of Your Marketing Communications Pipeline?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/\",\"name\":\"Making Every Word Count\",\"description\":\"Insights on effective marketing, messaging, and positioning strategies.\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/#\\\/schema\\\/person\\\/73f83175cad0c07bed5148c9f843650f\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":[\"Person\",\"Organization\"],\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/#\\\/schema\\\/person\\\/73f83175cad0c07bed5148c9f843650f\",\"name\":\"Gordon Benzie\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/04\\\/GBMC_logo.png\",\"url\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/04\\\/GBMC_logo.png\",\"contentUrl\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/04\\\/GBMC_logo.png\",\"width\":600,\"height\":600,\"caption\":\"Gordon Benzie\"},\"logo\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/04\\\/GBMC_logo.png\"},\"description\":\"Gordon Benzie is a B2B marketing and analyst relations leader with more than 25 years of experience helping technology companies engage industry analysts and strengthen market positioning. Today, he works in a fractional capacity with enterprise software, SaaS, and hardware organizations to shape messaging, improve analyst and prospect awareness, and translate third-party validation into business growth.\",\"sameAs\":[\"https:\\\/\\\/www.gordonbenzie.com\",\"https:\\\/\\\/www.linkedin.com\\\/in\\\/gordonbenzie\\\/\"],\"url\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/author\\\/gordon-benzie\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"What's the Velocity of Your Marketing Communications Pipeline? - Making Every Word Count","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.gordonbenzie.com\/blog\/whats-the-velocity-of-your-marketing-communications-pipeline\/","og_locale":"en_US","og_type":"article","og_title":"What's the Velocity of Your Marketing Communications Pipeline? - Making Every Word Count","og_description":"Streamlining your marketing message or business plan theme can help to accelerate understanding by prospects, prospective investors and other readers, increasing the chance that your message will actually be heard and understood.","og_url":"https:\/\/www.gordonbenzie.com\/blog\/whats-the-velocity-of-your-marketing-communications-pipeline\/","og_site_name":"Making Every Word Count","article_published_time":"2011-02-05T22:00:16+00:00","article_modified_time":"2023-05-23T05:18:44+00:00","og_image":[{"url":"http:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2011\/02\/MergingTraffic-300x300.gif","type":"","width":"","height":""}],"author":"Gordon Benzie","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Gordon Benzie","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.gordonbenzie.com\/blog\/whats-the-velocity-of-your-marketing-communications-pipeline\/#article","isPartOf":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/whats-the-velocity-of-your-marketing-communications-pipeline\/"},"author":{"name":"Gordon Benzie","@id":"https:\/\/www.gordonbenzie.com\/blog\/#\/schema\/person\/73f83175cad0c07bed5148c9f843650f"},"headline":"What’s the Velocity of Your Marketing Communications Pipeline?","datePublished":"2011-02-05T22:00:16+00:00","dateModified":"2023-05-23T05:18:44+00:00","mainEntityOfPage":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/whats-the-velocity-of-your-marketing-communications-pipeline\/"},"wordCount":278,"commentCount":4,"publisher":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/#\/schema\/person\/73f83175cad0c07bed5148c9f843650f"},"image":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/whats-the-velocity-of-your-marketing-communications-pipeline\/#primaryimage"},"thumbnailUrl":"http:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2011\/02\/MergingTraffic-300x300.gif","articleSection":["Business Communications","Marketing Communications"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.gordonbenzie.com\/blog\/whats-the-velocity-of-your-marketing-communications-pipeline\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.gordonbenzie.com\/blog\/whats-the-velocity-of-your-marketing-communications-pipeline\/","url":"https:\/\/www.gordonbenzie.com\/blog\/whats-the-velocity-of-your-marketing-communications-pipeline\/","name":"What's the Velocity of Your Marketing Communications Pipeline? - Making Every Word Count","isPartOf":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/whats-the-velocity-of-your-marketing-communications-pipeline\/#primaryimage"},"image":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/whats-the-velocity-of-your-marketing-communications-pipeline\/#primaryimage"},"thumbnailUrl":"http:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2011\/02\/MergingTraffic-300x300.gif","datePublished":"2011-02-05T22:00:16+00:00","dateModified":"2023-05-23T05:18:44+00:00","breadcrumb":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/whats-the-velocity-of-your-marketing-communications-pipeline\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.gordonbenzie.com\/blog\/whats-the-velocity-of-your-marketing-communications-pipeline\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.gordonbenzie.com\/blog\/whats-the-velocity-of-your-marketing-communications-pipeline\/#primaryimage","url":"https:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2011\/02\/MergingTraffic.gif","contentUrl":"https:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2011\/02\/MergingTraffic.gif","width":"400","height":"400"},{"@type":"BreadcrumbList","@id":"https:\/\/www.gordonbenzie.com\/blog\/whats-the-velocity-of-your-marketing-communications-pipeline\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.gordonbenzie.com\/blog\/"},{"@type":"ListItem","position":2,"name":"What’s the Velocity of Your Marketing Communications Pipeline?"}]},{"@type":"WebSite","@id":"https:\/\/www.gordonbenzie.com\/blog\/#website","url":"https:\/\/www.gordonbenzie.com\/blog\/","name":"Making Every Word Count","description":"Insights on effective marketing, messaging, and positioning strategies.","publisher":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/#\/schema\/person\/73f83175cad0c07bed5148c9f843650f"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.gordonbenzie.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":["Person","Organization"],"@id":"https:\/\/www.gordonbenzie.com\/blog\/#\/schema\/person\/73f83175cad0c07bed5148c9f843650f","name":"Gordon Benzie","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2021\/04\/GBMC_logo.png","url":"https:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2021\/04\/GBMC_logo.png","contentUrl":"https:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2021\/04\/GBMC_logo.png","width":600,"height":600,"caption":"Gordon Benzie"},"logo":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2021\/04\/GBMC_logo.png"},"description":"Gordon Benzie is a B2B marketing and analyst relations leader with more than 25 years of experience helping technology companies engage industry analysts and strengthen market positioning. Today, he works in a fractional capacity with enterprise software, SaaS, and hardware organizations to shape messaging, improve analyst and prospect awareness, and translate third-party validation into business growth.","sameAs":["https:\/\/www.gordonbenzie.com","https:\/\/www.linkedin.com\/in\/gordonbenzie\/"],"url":"https:\/\/www.gordonbenzie.com\/blog\/author\/gordon-benzie\/"}]}},"_links":{"self":[{"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/posts\/155","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/comments?post=155"}],"version-history":[{"count":14,"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/posts\/155\/revisions"}],"predecessor-version":[{"id":1267,"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/posts\/155\/revisions\/1267"}],"wp:attachment":[{"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/media?parent=155"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/categories?post=155"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/tags?post=155"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}