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How do you get alignment on the launch message?

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4 Answers
Launch Messaging
  1. Ryane Bohm
    Ryane Bohm

    Salesforce Senior Director, Product Marketing | Formerly Gong, Salesforce, GE • 3y

    I'm sure every marketer reading this can agree, everyone has an opinion on messaging! Getting alignment is amongst one of the hardest things we do as PMMs. Here are a few tips to get started:  Develop a roles & responsibilities framework. The most important step! You will want to document who your stakeholders and ultimate decision makers are. Make sure these roles are agreed upon and socialized broadly. Both RACI (responsible, accountable, consulted, and informed) or RAPID (recommend, agree ...Read More

    700 Views
  2. Patty Medberry
    Patty Medberry

    Infor Senior Director, Product Marketing | Formerly Microsoft • 3y

    In crafting the messaging, we get input and feedback not just from product management, but also from sales, executive leadership, and other key stakeholders. We also reach out to analysts and to customers to make sure that our thinking will resonate with the external market in general. It is an iterative process that helps ensure that our message will land in the market and be used by our sellers and partners as they go-to-market.

    1,384 Views
  3. Katie Levinson
    Katie Levinson

    MyFitnessPal VP Product Marketing | Formerly LinkedIn, Credit Karma, Handshake • 1y

    Getting alignment early and checking in often is incredibly important for not only a successful launch but also ensuring that people are bought in and excited for it. Here’s how I approach it: Collaborate with Key Stakeholders Early: Make sure you bring in product managers, customer support, engineering, design and marketing teams from the very beginning. Each group will have valuable insights about customer pain points and help you to develop the best possible messaging strategy. Conduct Messag ...Read More

    436 Views
  4. Tracy Montour
    Tracy Montour

    HiredScore Head of Product Marketing • 3y

    Alignment is critical to a successful launch. There are two types of alignment to consider: internal and external. For both, get alignment EARLY and OFTEN. Take time to outline which internal and external stakeholders you need to align with. For a large launch, this can include product management, marketing, customer success, leadership (internal) and key customers, analysts, general maket (external). Write out the key objectives and R+R and work forward from there. I recommend weekly internal m ...Read More

    256 Views

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