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How do you operationalize messaging so it works for all go-to-market teams?

1 Answer
Greg Gsell
Greg Gsell
Attentive VP, Product MarketingApril 16

The key to build messaging that scales is to spend extra time on the core messaging hierarchy at the beginning. Spend the extra time debating and socializing key concepts like:

  • Who is it for

  • What situation are they in?

  • Pain Points

  • Top level message

  • Supporting Messaging points

  • Customer Examples

Once you have these nailed down, it becomes much easier to stick to a common narrative across all marketing assets and GTM training, deck, etc.

However, sometimes launches come fast and you don't have enough time to build the full hierarchy out. In this case, it is critical to pick ONE asset that is the "main" asset everyone is following. I find the press release is generally best suited for this purpose due to its brief and direct nature.

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