Although companies know they need a marketing message that stands out in the marketplace, 62% of executives rate their company's message as average to poor and only 38% say their company has a differentiated story, according to a survey from Corporate Visions.

Dissatisfaction with sales messaging is so high that many sales teams have taken matters into their own hands: Nearly three-quarters of salespeople (74%) say they rewrite messages and tools created by marketing departments at least sometimes, including 41% who rewrite collateral frequently and 10% who always do it, according to a separate survey from Corporate Visions.

Below, additional findings from Corporate Visions Sales Messaging reports.

Messaging deficiencies are exacerbated by the variety—and increasing importance—of customer touch points. Two-thirds of customer interactions take place in virtual environments, not face-to-face, presenting a challenge around creating messages and tools that consistently support virtual communications.

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Nearly nine out of ten salespeople (87%) say they need more coaching from their managers, including over 50% who need help in understanding––and then communicating––what makes the company's solution different. Over 30% of salespeople say they need help in addressing prospect objections.

About the data: Findings are from Quarterly Sales Messaging Reports conducted in the third and fourth quarters of 2009 by Corporate Visions, and include the opinions of approximately 350 B2B marketing and sales professionals.