How do you measure the effectiveness of the story that you craft for your product?

This depends on the channel and format you are using to tell your story. What you are looking for is data on resonance and persuasiveness, which can be either quantitative our qualitative. When I look at this measurement question, here are the supporting questions I’m asking to drill in and assess: Does the story ‘land’ with my audience? How can I be sure that the right audience has heard my message? Through which touchpoints are we telling the story today? What asset(s) are doing this - website ...Read More

Here are a few ways I would think about it -- Customer and stakeholder feedback: Collect feedback from customers, sales teams, and internal stakeholders to understand how well the story resonates. Do customers understand the value proposition? Are sales teams confidently using the messaging to win deals? Sales impact: Track key sales metrics—conversion rates, deal velocity, and win/loss ratios—before and after launching the story. These can indicate how well the story is influencing buyer decisi ...Read More

As is the case for most of the work we do as PMM, I often try to think about metrics across three altitudes: outcomes, behaviors, and inputs. For a new narrative (e.g., evolving the company pitch) I often look at: Outcomes: Some of the measurements I have looked at include win rate, increase in market share (e.g., if you're entering a new market), increase in deal size, and increase in multi-SKU deals (e.g., if the narrative is designed to help move from single product to multi-product sale). It ...Read More

You can measure the effectiveness of product messaging in a few ways: Survey-based message testing In-market A/B testing Sales adoption, confidence, and win-rates I'll go into a couple tips/recommendations for each below: Survey-based message testing Before you launch a campaign with fresh messaging/copy, you can test options with your target audience to see what resonates most. SurveyMonkey has a solution for this that can work for a variety of mediums (including if you want to test the text on ...Read More

To measure the effectiveness of a story, start with clear objectives. Below are a few common scenarios that require storytelling and associated objectives and metrics. Messaging Alignment Objective: Ensure consistency in messaging across sales, marketing, and the executive team. Metrics: Rep adoption (% certified on narrative, # of deck downloads), company adoption. Product Launch Objective: Accelerate sales of a product or package. Metrics: Total pipeline, win rate, # of deals closed Reposition ...Read More

It's difficult. I don't think it's something you can solve for differentiation immediately and in one go. Certainly there's a lot you can do around making sure you distill the value prop and message in a story into its core emotional and practical impact - but differentiation comes over time, with consistency and should also be supported by the realized promise of the actual product / solution. A couple key things based on examples from a previous company: Focus on a key value that resonates imm ...Read More

I think the first checkbox is if it resonates internally. Does your sales team buy it? Do they think they can put this in front of customers, or are they more skeptical than they usually are? At Algolia, along with the sales enablement lead, I identified a core team of sales reps representing folks across all geographies and segments (about 5 people) that the two of us would develop new pitch decks and messaging with. Once that core group was bought in, we knew we could roll it out to the rest o ...Read More

You should be able to see the results of an effective product story in the channels where it is used. If your company runs ads, and they start using your revamped product story or key messages in the ads, you should see improved ROAS if your story is effective. If your product story becomes the basis of a new pitch deck for your sales team, you should see improved win/loss rates.  If you’re crafting a story for a new product and don’t have previous results to compare to, I recommend doing some m ...Read More