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Why B2B Mission and Vision Statements Matter
Your mission and vision statements act as your compass and map to fulfilling your company’s potential.
What is your greatest goal? Maybe you want to…
Grow revenue or profit
- Increase ROI on your current resources and tactics
- Improve organizational alignment and culture
- Improve your message and differentiation
- Make a difference in the world
- Stay relevant
- Attract top talent
- Lead with purpose
- Live a more meaningful work life
Why does a vision statement and a mission statement matter when it comes to building your business, your brand and your bottom line?
Aren’t all mission and vision statements doomed to wind up a as bunch of forgotten, warm-and-fuzzy words on a dusty poster hanging in the break room?
If created with care, they are the key to living a fulfilled existence at work and building a powerful and lasting connection with both your team and your customers. If crafted with the right intention, vision and mission statements can help align your company’s efforts and focus its strengths on achieving big goals. After all, WORDS HAVE POWER.
These statements do not simply restate what you do and how big you want to be, but answer the deeper question of “why do we care?” and “what do we stand for?”
Choosing the right words will send a positive ripple through your organization on every level. Your mission and vision are at the core of your values and the foundation of your company culture. What does that mean for the health of your organization? Here are a few insights from industry leaders to get you thinking.
From a leadership standpoint:
According to Dharmesh Shah, HubSpot cofounder, “Culture helps make a large body of small decisions quicker — and a small body of large decisions easier.”
From a financial and growth standpoint:
In the words of Dina Dwyer-Owens, author of Values Inc., “The bottom line (and a profitable one too) is that a company that lives and leads with values will always outperform, outshine, outdo and outlive competitors who leave ethics at the back door. … The Dwyer Group Code of Values brought real value to our company and our culture as we became a $1 billion annual business systemwide.”
From a sales standpoint:
Adam Harless, head of sales operations at Prezi, notes: “Our mission and product really resonate with those sales teams that are trying to find new ways to reach potential clients and leave a lasting impression on them.”
From a marketing standpoint:
According to our own Blender CEO Dacia Coffey, “We’ve seen time after time how B2B companies that get this right make better budgeting decisions, keep their messaging on point and resonant with their audience, attract better talent, and open up lines of internal communication leading to increased revenue.”
From a team standpoint:
Jack Welch, former CEO of General Electric, is well-known for stating: “It goes without saying that no company, small or large, can win over the long run without energized employees who believe in the mission and understand how to achieve it.”