For the marketing and sales teams, there is tremendous value in understanding how the product and service teams are applying inclusive design practices across their work.

Across the guide, key topics that build a shared sense of practice across the organization include:

• The benefits of inclusive design
• Cross-organization customer modelling
• Market and user research considerations
• Our writing guidelines
• Accessibility practices

For the marketing team:

• This overall understanding of product and care team practices will help inform service expectations, share insights on how diverse employee groups are served and open up opportunities to set LifeWorks above its competitors.
• Strategic initiatives like cross-organization customer modelling will help gather and share customer insights across the organization while improving market knowledge and targeting.
• Tactical efforts related to accessibility will open up market access and improve content engagement.
• Writing guidelines can be leveraged directly by marketing to enhance communications.

For the RFP and sales team:

• Understanding product and care team practices will help inform RFP responses and sales discussions.
• Strategic initiatives like cross-organization customer modelling will help gather and share customer insights across the organization while offering new insights on serving diverse employees.
• Tactical efforts related to research, writing, and accessibility will inform policies, practices, outcomes, data, positioning, and a roadmap clearly articulated to set LifeWorks above the competition.

Before we review specific marketing and sales considerations, let’s explore why it’s ideal to frame product and services through an inclusive lens.