How do you know when your messaging on any given project has been perfected?

Knowing when your messaging is truly 'perfected' is an ongoing process, but for me, it boils down to one key thing: customer validation. Here's how I approach it:

• Direct Customer Interaction: I'm a big believer in getting out there and talking to customers directly. Whether it's at industry events, through customer advisory boards, or in dedicated workshops like our Salesforce Innovation Center (SIC) sessions, these interactions are invaluable.

• The Pitch Deck as a Testing Ground: We use our pitch deck as a live testing ground for our messaging. We present it to customers, gather their feedback, and observe their reactions. Do they understand the value proposition? Are they excited about the solution? Their responses guide our refinements.

• Iterative Refinement: Based on the feedback we receive, we continuously refine our messaging. It's an iterative process, and we're always looking for ways to make it more impactful and resonant.

• Broader Rollout: Once we start seeing consistent positive signals from customers – they're engaged, they understand the message, and they're expressing interest – that's when we feel confident in rolling out the messaging more broadly.

Ultimately, it's about finding that sweet spot where your messaging clearly articulates the value you offer and resonates with your target audience. And the best way to find that sweet spot is through ongoing dialogue and feedback from your customers.

Messaging is never truly perfected—it’s proven. If you’re waiting for perfection before putting it in front of customers, you’re waiting too long—the market may have shifted, competitors may have evolved, and your audience’s priorities may have changed. Instead of aiming for perfection, the goal should be to gain validation—customer proof that messaging resonates, and drives desired action. Said another way, your messaging is “perfected” when it’s been tested & validated in the market and has had the appropriate approvals/alignment from key stakeholders.

The strongest indicator that messaging is effective is when it’s landing with customers, i.e. customers naturally repeat it back in their own words. They nod along and build on your messages. Listen to sales calls (Gong or live), conduct customer interviews, message test across channels or on Wynter, and/or look for qualitative signals that our messaging is influencing how buyers think about their problems and our solution.  

Ultimately, done is better than perfect. The sooner you get messaging into the hands of sellers and marketing channel owners, the sooner you’ll get real signals on what’s working and what needs refinement. I find sales and marketing teams are usually eager to test messaging that’s still in progress because they’re eager for fresh material. It’s a win-win.

When you get to a point where messaging is simple, concise, and compelling, and if it resonates with customers, drives market results, and is consistently adopted internally, then you know you’ve landed on something that works. But even then, the best messaging isn’t static—it evolves with your market, your product, and your customers.