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

i.e., How to ensure various PMMs, vertical managers, campaign managers nail their specific value props but remain in line with your overall narrative/brand positioning?

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2 Answers

Messaging Strategy

Jeff Hardison

Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 3y

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 c ...Read More

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Ruth Juni

Demandbase Director of Product Marketing • 3y

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 nai ...Read More

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