How do you get buy-in on your positioning and messaging from cross-functional partners?

I would say there are 5 tips I'd have for getting buy-in from cross-functional partners on messaging and positioning: Before presenting the messaging, be clear with the cross-functional partner as to who the intended audience is. Explain the goal of the messaging. Is it to raise awareness, convince them to see a demo, etc. Tell a story, as a story is more memorable, and is more likely to be well received.  If you use a slide deck, which I recommend, don't let design distract from the story. Few ...Read More

Great question and critical to the success of any product launch! At Glassdoor, we start by creating a digestible framework with initial messaging recommendations and “seed” this throughout the process with key stakeholders. The initial messaging recommendations are developed using insights from previously conducted research and feedback from key stakeholders or subject matter experts/SMEs. Two of our greatest advantages at Glassdoor Product Marketing are (1) our Head of Market Insights who is l ...Read More

Great question (and there are a few others around messaging development process that I’ll use this response to cover). We have a few processes and frameworks in place that really help with XF alignment. First of all, if you don’t have one, I recommend developing a messaging framework or template that the entire PMM team will adopt consistently, and that you’ve socialized with partners in advance. That way, your cross-functional team knows what to expect from PMM whenever they receive a new messa ...Read More

Getting product, sales, marketing, and CS on board is key to ensuring your messaging gets used. Here’s how: Bring Teams in Early: Don’t build messaging in a vacuum. Run individual information-gathering sessions to pull insights from sales, CS, and product. Listen to calls and chat with customers. Use Data, Not Opinions: Test messaging with customers, run ad campaigns, or email campaigns to get fast feedback on what's landing. Listen to sales calls or simply ask sales what's working and what isn' ...Read More

Non-Marketers often look to us as the team with most insight on customers. The more grounded our messaging is in customer research, the more likely we are to get buy in and alignment. Some tips to practically get alignment Show them data and research on consumer behavior and the effectiveness of the messaging in question. Share success stories from other companies who have used similar messaging and saw positive results. Collaborate and gather feedback early from product managers and engineers t ...Read More