How do you structure internal messaging documents for different solutions but still tie back to core platform positioning?

Core platform messaging is an input to solution messaging; it may not be in the headline, but it’s definitely in the sub-bullets.  Solution messaging focuses on personas and how they use your product to help them do something better, smarter, faster, cheaper, etc.   I start by writing positioning statements that tell a story about a persona attempting to complete a job but encountering a common problem that we can solve. See the framework and completed example below. 

1. When: [Persona]

2. Are:  [Job to be Done}

3. But: [Problem]

4. [Your product name]:  [Capabilitiy Statement]

5. So: [Positive outcome your product creates, in the persona’s language]*

1. When: Sales Managers 

2. Are: coaching sales reps to help them reach quota

3. But: every rep does things their own way

4. Outreach: helps them design, measure, and improve seller workflows

5. So: every rep sells like their best rep. 

Pro-Tip!  Your positive outcome should be both aspirational and specific. This is crucial for making believable claims. Buyers are bombarded with solutions that make broad claims like 'Drive More Revenue' on a daily basis. Such claims lack differentiation and fail to convince the buyer.  Buyers know marketing copy when they see it, so it’s acceptable for a claim to be aspirational if you are confident that you can demonstrate to your buyer that your product delivers a version of the outcome.  Once buyers see a feasible path to value, they can independently understand how your product can positively impact revenue.

At multi-product companies I've worked at (Salesforce, Meta, Zendesk), the best practice was to bundle product releases into big communication moments to increase market impact. As such, we had to align on ALL the features that had a customer-facing element so in order to stay organized and aligned, we used a massive spreadsheet with links to a large repository of internal messaging documents with the benefits/value proposition for EACH feature. All of these features laddered up to the core platform (e.g., Salesforce Sales Cloud Einstein) so the core platform had its own messaging hierarchy doc that answered the core questions on the top message, supporting pillars, use case, customer examples, business value, etc. The key to make this a success is to religiously maintain the link of all internal messaging docs to the core platform positioning doc and to keep them updated. You can see how it would be a bit of admin work to keep all the docs updated across multiple PMMs, but so important to stay organized as it can get messy quickly when you have hundreds of features that tie into a product which make up part of a solution to which ties back to the core platform!