All related (53)
Kevin Garcia
Head of Product Marketing, RetoolApril 16
I’ve never met a PMM who was able to keep everyone happy. So I’d reframe away from that goal as much as possible. Instead, I like to focus on how to keep your messaging defensible early and often. You’re right that everyone has opinions. But there are a few opinions that matter most: * Customers and prospects: They are the lifeblood of your business. * CEO (or business GM/leader): They own the company strategy and where you’re going next. There is no better defense than real evidence that your messaging reflects how customers and prospects talk about their pains, their desired out...
Jon Rooney
Group Vice President, Industry Marketing, OracleMarch 12
Everyone having a natural gift for messaging is an amazing coincidence, indeed :) Per "ways of testing question", the best approach is backing your messaging with methodical research that shows validation by customers, prospects and industry analysts/influencers. You still need to do your homework about competitive messaging and gather feedback internally from sales / field folks in particular. But formulate hypothesis / draft messaging (and gather internal feedback for that) then do your research per above, giving read outs but not keeping the blue-sky ideation phase going indefinitely, th...
Catlyn Origitano
Senior Director Product Marketing, FivetranApril 12
200%. The way that, when necessary, I defend messaging is with customer feedback and validation. For example, with our website copy and billboard - I got some push back that it wouldn't really resonate. So I scheduled some sessions with customers to get their feedback. With that in hand, it was a lot easier to defend my positioning - since what the others had was just a feeling that it wasn't right, while I had names and quotes about why it was.  But ultimately, I, and the rest of the team, tries to adopt a test and learn mentality. So we try not to over invest mentally or emotionally in...
Derek Frome
Vice President Marketing, OusterSeptember 5
I'll take a more extreme position on this question. You're setting yourself up for failure by asking us how to "defend" your messaging. Instead, I'd ask you to listen to those people who you are used to "defending" your messaging from. It's not your messaging - give up that pride of ownership in order to listen and learn from sales, product, and your executives if they choose to care about your exact phrasing. That doesn't mean that they get to write the exact words - but all of those constituencies have an important point of view, and it's your job to triangulate among them, decide where t...
Alex Lopes
Founder and CEO, Sharebird | Formerly FormstackJuly 24
I need a little more context into your situation, but I'll assume that this is more focused on the overall messaging and positioning of your product. I think the issue you’re struggling with is actually more about change management and getting overall buy-in. The problem with messaging is that it feels super subjective and more of an art than a science. That makes it an easy target. My suggestion is that you do two things:
 1. Turn it into a science and show your work. - Do you have a framework that you use to craft messaging? If not, adopt one. Then share the framework that yo...
Kristen Ribero
Senior Director of Corporate Marketing, Handshake
Insights are extremely important and should always be an input into your messaging architecture or recommendation. Market and customer insights are one of the best ways to make a case for your recommendation, in fact.  So you don't get stuck in an analysis paralysis state, I'd do a quick audit to understand the current state of data and insights as it pertains to your product/market/etc. Find out: * What research is complete and available? This could be something like a survey to your database that was run in the past, research you paid for, data and analysis from things like a T...