Companies have the opportunity to enhance their understanding of their Target Audiences and their respective Experiences and Needs. By strengthening their Target Audience Personas, UX research processes, and how that plugs into their overall CX Strategy, they can sell real solutions and not the bells and whistles that too often masquerade as solutions.
In many cases, companies have a poor understanding of their competition. Specifically, they are uncertain as to their time-to-value, CX, and UX advantage as compared to their competitors. Too often companies sell their use cases and features but don't communicate their time and effort savings.
Often, companies have the opportunity to enhance their Category Market Vision to fully understand the size of their market and the size of the problem they solve. As well, how to enter into different or larger markets. Companies need to understand how they can stand out and break through to Marketers who are collectively overwhelmed.
Too often companies don't take the time to look inward--to find and articulate their own identities to be recognized and chosen rather than end up in a sea of same. They forget to communicate their values and things like their employer brand, equality position, as well as their sustainability policy as a way to connect emotionally.
Often, companies have the opportunity to enhance their internal interdependence, thereby better communicating as well as holding employees accountable to the business plan and Category Market Vision.