How do you lead a team to create aligned messaging for multiple areas?

When it comes to creating aligned messaging, I typically like to start with a framework for creating what I call the foundational messaging. I start with understanding the pain points and how we solve those pain points. Based on that, I then think about what the core messages are that I want to get across. What are the key reasons to believe and proof points? I actually spend a good chunk of time on the core message and benefits since it's important to get that correct. 

Once those areas are nailed, I review the messaging with different stakeholders across the organization to ensure there's alignment and to get their feedback. It's an iterative process to ensure that everyone is aligned on the core messages. I then start to adjust for different personas or segments of the market, keeping in mind choice of vocabulary. For example, if you're writing a core message for an Enterprise vs. a Mid-market company, do all of the same pain points apply or are there other ones to call out? By going through this process it ensures that the whole organization is aligned and the message is clear. Different stakeholders in the organization can then leverage the messaging brief to feed into their campaign briefs, advertising messages etc. 

I recommend collaborating with your executive team to first create "umbrella" positioning/messaging that covers your entire product line. Then, the product-line product marketers + product managers can create their own positioning/messaging for each new feature/product that aligns with the umbrella messaging.

For the umbrella corporate messaging at Calendly, we use the popular Value Pillars / Differentiators method, but we tweak how the inventor might have envisioned it to sound natural in our culture or not awkward in a call with a big customer (one place I like to test positioning/messaging).

Value Pillars: When your biggest customers are considering the category of product you offer — competitors, your company, or sticking with the status quo — what four things are they generally looking for? "When we've spoken to our customers, they've told us they look for":

Value Pillar 1 - Increase Efficiency
Value Pillar 2 - Increase Revenue
Value Pillar 3 - Reduce Costs
Value Pillar 4 - Be Secure

Differentiation or "Why Your Company Instead of the Competition": When your biggest customers choose you over the competition to meet the needs associated with those value pillars, what are the distinct reasons they choose you (that your competitors can't address in total)?

Differentiation Point 1 - Artificial Intelligence
Diff. Point 2 - Artificial Intelligence
Diff. Point 3 - Artificial Intelligence
Diff. Point 4 - Just joking :)

You absolutely need executive involvement in the above exercise, and you need to test the experiment with customers. Or it won't stick. And don't be surprised if it evolves and morphs every year (or more!).