AMA: Attentive VP, Product Marketing, Greg Gsell on Messaging

The key to build messaging that scales is to spend extra time on the core messaging hierarchy at the beginning. Spend the extra time debating and socializing key concepts...

It is a balance. At the core, you need to be bold and describe something new. You are doing something differently than the "old way" and you need to be assertive on why y...

An old boss used to say "don't let the product get in the way of a good story". In order to stay head of your competitors, you will likely need to future sell. It is impo...

Testing it with peers, sales and customers. When you are spending a lot of time working on a message, you will end up being too close to it and you wont be able to see al...

This is always hard and only gets harder as you move up in an organization. Ultimately, you need to figure out who is the main decision maker (is it the CEO, head of prod...

Talk to your sales and CS people. The folks in your organization who are repeating the messaging to prospects/customers will have a lot of feedback right away. You can al...

Overall, you should at least look at it annually. Based on the progress we have made, the market shifts, etc, is this still the best way to articulate the value? Is it st...