Top down solution: What's behind the "one voice" approach?

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[/vc_column_text][vc_empty_space height="20"][vc_column_text]By following the "one-voice" approach one fundamental decision becomes obsolete: Outsourcing versus in-housing.

The well-known advantages of outsourcing are increased flexibility and market-related know how of external service providers or agencies. They have the required expertise and experience to deliver quick results.[/vc_column_text][vc_empty_space height="10"][/vc_column_inner][/vc_row_inner][vc_row_inner row_type="row" type="full_width" use_row_as_full_screen_section_slide="no" text_align="left" padding_bottom="30" css_animation=""][vc_column_inner][vc_empty_space height="10"][vc_column_text]Moreover, external partners can help you to connect with your industry - particularly if you are a "freshman" in a specific area. This is especially true to many companies in the Digital Marketing Field.

 

Concerning in-housing, there are many aspects which call for building a specific internal competencies. As a marketer you are responsible for interfaces and processes which influence your department. Simultaneously you are at the top of departments and defend your territory with knowledge. Your department determines the channel-specific goals, KPIs, success evaluation and monitoring. However, this also means: You have to perform in advance, acquire know how from all internal departments and the industry, set up a team and identify channels and strategies for all segments of your company. Do you have time and resources for this?

 

That is where "one voice" ties in. The approach is intensively used for digital marketing, for example by the Munich communication and innovation consultancy Evernine.

 

The basic idea of "one voice" is to set up a new position which is superior to the marketing division. This position is named Chief Communication Officer (CCO) in the following. Following a "one voice" strategy, the chief communication officer combines strategy, skills, responsibility and communication both internally and externally. He is best described as follows:

 

 	The CCO will establish the position of a (usually external) communication consultant in the company and train selected internal / external persons.
 	The CCO has fixed budgets available for internal and external communication. These budgets are determined and accounted for at eye level together with the CCO's  board colleagues, who are  CTO, CFO und CEO (all are on the same level).
 	His communication consultants (external as well as internal) and communication teams are assigned to specific roles according to the company's strategy.
 	Together with his team he creates a new corporate culture for the use of digital media and later on also for the correct usage of communication channels - internal and external.
 	He is living the "one voice" strategy and establishes it as a pleasant model to generate specific business deals, which are in line with the corporate vision. Thereby he combines sales, HR, PR and marketing.
 	Internally he establishes central lead registration and marketing automation tools and creates an open and clear KPI mindset across all major communicators.




 

Convert your marketing into an inbound experience, unify in-housing and outsourcing, and secure your department the leading position in the company. You want to get more information about "one voice"? Then please contact the author of this article, Hannes Beierlein, CCO at the Evernine Group.[/vc_column_text][vc_empty_space height="40"][vc_column_text]
Source image: iStock / Andrew Rich
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