Atlassian Sr. Director: Lifecycle & CRM | Formerly Atlassian, Walmart, Popchips, PlayStation • Jun 16
Ideally, I'm not starting with just a positioning doc. PMM provides the positioning, messaging framework, value props, and proof points. Demand gen translates that into a campaign strategy and testing plan, and Creative brings it to life. More and more, I'm seeing the onus shift to Demand Gen, so it's a great question. I typically break a positioning doc into three parts: the customer problem, the value proposition, and the proof. Then I map those to the customer journey. I use ads to introduce ...Read More
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