How have you measured how well your messaging is working? Any recommendations on processes or tools?

The best way to measure how well your messaging is working is to track metrics like opportunity stage and trial-to-paid conversion rates, and watch for positive shifts in objection handling and win rates. A combination of your CRM tools, sales enablement DAM, survey tools, an excel sheet and a LLM are enough to do this regularly. A good step by step process to follow for rolling out new messaging would be: Write down your hypotheses, eg, “if we position X like this, Y metric will improve by Z in ...Read More

Listen to sales calls to understand how messaging is being used and how customers are responding to it. We don't track formal win-loss metrics at Verkada, but my team does a lot of listening in on sales calls to see how our messaging is being pitched and how customers are responding. We pay attention to what use cases customers are bringing up and what resonates with them. This real-time feedback helps us determine what messaging to develop next and how to refine our existing positioning. Listen ...Read More

Look at funnel metrics - if your positioning isn't working, you'll see it in lead generation, demo requests, and sales cycle length. If your positioning isn't working, you'll see it clearly in your funnel metrics - you won't be generating leads, you won't be getting demo requests, deals won't close, sales cycles will be too long, or you'll be attracting the wrong audience. For example, at Assembly AI, we positioned strongly for conversation intelligence companies (like Gong) who built their own ...Read More

Focus on message consistency across the organization as a key indicator of effective positioning. Our number one job is to get message consistency out in the market. It's actually less important to have the perfect message than to have one that can be consistently used by everyone in the organization. When you see sales reps, customer service representatives, and product managers all using the same messaging, that's a strong indicator that your positioning is working. It means you've created a s ...Read More

Use call monitoring tools to get real-time feedback on messaging adoption rather than waiting for win-loss data. Win-loss analysis is a lagging indicator that comes too late to be your primary feedback mechanism. Enterprise sales cycles can take quarters to complete, so by the time you get win-loss data, it's often outdated. Instead, leverage modern tools like Gong search or AI tools like Glean to see if reps are adopting your materials and talk tracks. These tools make it easy to create call mo ...Read More