Why We Must Deliver What We Promise (Al Hahn) Service marketing, selling and delivery must all be aligned in order for customers to perceive the value that has been designed into the service offering. Unfortunately these functions are often misaligned in the real world. The White Paper discusses why and how they are frequently out of alignment and offers some suggestions on improving alignment. Misalignment can cause customers to misunderstand what they should expect and misunderstand the value that they are entitled to receive. Becoming more consistent in delivering what was promised can make higher customer satisfaction easier to achieve and allow more value to be perceived by the customer. These improvement are worth a look by all parties involved in marketing selling and delivery.