How do you drive alignment across the exec team on messaging

Customer proof. The real question you're asking is how do you get consensus around a lot of opinions. Getting messaging approved can feel like being stuck in a wave pool....

I see three parts to driving alignment, both with execs and among all other stakeholders: First, bring them along for the journey. Messaging cannot be done in a silo, a...

Start with data. Ground your messaging in first and third party data that illuminates what is important to your target customers, key pain points, aspirations, how they l...

To drive alignment, make something that execs can respond to. Recently, I created an example “future state” pitch deck to articulate a future narrative for Glassdoor. It ...

Every executive team is different, so I would encourage you to think through the culture (and sometimes - quirks!) of the members of that team as you craft your own appro...

It's key to align around a high-level story that powers success—in sales, marketing, fundraising, product development and recruiting—by getting everyone on the same page ...

Ha! this skill is probably the hardest. When it comes to messaging, everyone will have an opinion. Before you drive alignment on the messaging, align on the problem and s...

I feel fortunate that I’ve led positioning/messaging workshops since I graduated college because I worked for an agency that mandated them for every project we worked on ...

We typically prepare and validate a strong Messaging and Positioning Framework (MPF) document first. Our template typically includes things like the market context, objec...

Here's my process, I Conduct customer and prospect research (exec team will be more likely to be bought in with data - especially from your key personas and customers) ...

At the end of the day, Product Marketing owns messaging, and there should be general alignment around that. I think that's a really important place to start because liter...

The best way to drive alignment on messaging across the exec team is to be super clear about the process and milestones without going into too much detail (which a great ...

I start with personas. I develop a thesis about core personas based on sales and customer success feedback, and then conduct user interviews to validate or invalidate tho...

This is so important, and not focused on enough so I'm glad you asked! A few thoughts around this: Get your CEO and CMO involved early. Ideally you can get early drafts ...

This is an iterative process, and always better to over-communicate than under-communicate, so we can get everyone's feedback and input and people feel they have been hea...

Involve them in the process - get their thoughts and feedback to even begin working on new messagingKeep them involved through the process and show them progressTest it, ...

First, start with data-driven positioning. Who are you in the marketplace? Where are you heading or trying to become? How do you think your competitors are moving in the ...

This requires having a strong relationship built on trust with your executive team and, depending on the size of your company, the CEO. Get the executive team involved ea...

It goes without saying if your messaging is good then people are going to remember it. So, remember to be:· Memorable· Simple· Concise· Unique...

It's hard. Real hard. Many PMMs make the mistake of starting with messaging. This is a no-no. Messaging comes last and just puts words behind what was already decided. ...

The final step in the positioning framework I use and teach is to get management approval for the proposed positioning and messaging. There is a standard presentation my ...