AMA: Salesforce Senior Director of Product Marketing, Sales Cloud, Chandra Patel on Messaging

January 7 @ 10:00AM PT

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👋 Chandra Patel

Hi all, I'm Chandra Patel, Senior Director of Product Marketing @ Salesforce

• 👋 Based in: San Francisco
• 🧠 Top of mind: AI + PMM Workflows
• 💬 Ask me about: Messaging and Positioning, Storytelling, GTM programs
• 🍦 Fun fact: I consider myself a traveler and not a tourist. I've been to 45 countries so ask me about my latest adventure!

How do you create differentiated messaging when two of your competitors use the same positioning as you do?

Chandra Patel•

Salesforce Senior Director of Product Marketing • 1y

It is often said that imitation is the sincerest form of flattery. That doesn't mean it's not frustrating to see a competitor using almost identical words to the messagin...

3031 Views

2 requests

From your experiences, what are the key strategies marketing teams can use to maintain consistent messaging when internal changes—like new leadership or shifting priorities—occur? How do you ensure the message stays strong and aligned during these transitions?

Chandra Patel•

Salesforce Senior Director of Product Marketing • 1y

Okay - thanks for the honest question. This is something we all deal with so having a plan is important. It starts with a communication plan for executive stakeholders. W...

3042 Views

1 request

How do you choose between use case messaging vs persona based messaging?

Chandra Patel•

Salesforce Senior Director of Product Marketing • 1y

I develop messaging using a Jobs To Be Done (JTBD) framework. These can be considered use cases but the process is simplified by the jobs mapping to the persona who will ...

4142 Views

2 requests

How do you measure success of your messaging?

Chandra Patel•

Salesforce Senior Director of Product Marketing • 1y

Messaging success can be hard to measure directly but some helpful proxies I recommend are:Website performance metrics - including bounce rate, time on page, video views,...

2968 Views

2 requests

What types of messaging documents or frameworks are typically shared with stakeholders from different teams (i.e. product, marketing, execs, etc.)?

Chandra Patel•

Salesforce Senior Director of Product Marketing • 1y

I document messaging in three unique documents that can be shared with various internal stakeholders and audiences.Visual messaging hierarchy - a 1-2 slide format. This i...

5417 Views

4 requests