How do you ensure that your messaging framework gets implemented company-wide?

Every PMM I’ve ever talked to has experienced this: you spend a ton of time researching and crafting the perfect messaging framework only for other teams to forget it exists. It’s definitely happened to me. 

While I’d love to create a concise messaging framework that the entire company uses, the reality is messaging frameworks are most helpful for marketers. Sales doesn’t want a messaging framework, they want a pitch deck and talk tracks. Demand Gen doesn’t want a messaging framework, they want guidance around key themes to inform their campaigns.

This doesn’t mean you shouldn’t create messaging frameworks—as PMMs we need them. But I’ve found there is more value in the act of creating the messaging framework than the actual framework itself. Creating the framework requires research. It requires getting very clear about what your company/product stands for. But our work shouldn’t stop at creating the framework. Instead, you need to think of the framework as the first step in driving company-wide alignment around the same narrative. 

Here are some tips for ensuring company wide adoption:

1. Bring the company along for the journey. If the first time your stakeholders see the doc is when you’re rolling out the final draft, it’s unlikely they’ll use it. As you’re researching and developing new messaging, share insights along the way. Ask for feedback or quick reactions. Not only will this help you refine your message, but it will also get key stakeholders bought in.

2. Understand how the company will use the framework before you start creating it. Knowing what various teams need out of your messaging will help you create a format that’s actually useful. 

3. Make the rollout more than just sharing on Slack or at one company meeting. Implementing new messaging doesn’t stop at sharing a doc. Instead, think about the specific enablement required for each team at your company.