AMA: ServiceNow Senior Manager, Global Partner Marketing, Andy Yen on Competitive Messaging

The frameworks that I use for positioning and messaging have changed over time, as I've advanced in my marketing career in enterprise tech. Earlier in my career (when I was in product marketing), we would approach positioning and messaging for a major product launch. There were a few frameworks that worked well for me here: Elevator Pitch - tell me what your product does in (25 words, 50 words, 100 words) 9-box messaging framework - call out three benefits that your customers experience from you ...Read More

I've worked in enterprise tech for most of my career (SAP, Oracle, ServiceNow). To be honest, I think the biggest competitor that I've always come across is the status quo (doing nothing) since there are so many influencers and decision-makers in an enterprise tech sales cycle.  Here are the main sources I use to keep informed on what's going on in the market. Stratechery - great podcast on all things tech  WSJ + Bloomberg - I pay for both of these to stay informed on what's going on in the worl ...Read More

I've taken two professional development courses on messaging (Pragmatic Marketing, Magnetic Speaking Messaging Course), and several marketing courses online and through school.  My major takeaway from all of these courses is that marketing is about influence, and as a marketer you need to be the strongest advocate of your own work because everyone thinks they can do marketing. The best way to differentiate yourself as a marketer is to have a point of view of your industry and to create messaging ...Read More

One of the most exciting opportunities in partner marketing is to scale messaging across different channels. Some of these channels may be new to your company and your core marketing team, and you'll learn a ton by collaborating with other marketers across these channels. But it's also critical to make sure you select the right channels that are aligned with your brand. To start, you've got to get the basics right and ensure your core positioning and messaging is landing in-market through your c ...Read More