I'm planning to launch a new product at a large event soon and am in the process of creating a 'Product bible' for everyone who will be on the floor talking about the product. Do you have any examples of things you would include aside from the obvious (pricing, target customer, key benefits, use cases etc)?

How exciting! This should be super helpful in ensuring your GTM teams can have effective conversations with customers. I've listed some additional elements you may want to consider below.

Competitive info: Identify competitors with similar offerings and highlight what sets you apart. This helps your sales teams position your product more effectively and win more deals by showcasing unique advantages.

Resources across the customer journey: From my experience, providing resources for GTM teams and customers that align with each stage of the customer journey can be highly effective. This makes it easy for sales to provide the right assets at the right time—whether customers are just interested or actively evaluating a purchase decision.

Roadmap: Outline planned features or updates to generate further excitement and show your ongoing investment in the product. This can help build confidence in your long-term vision and commitment.

Customer references: Sharing real-world examples of how your product has solved problems for other customers is critical. Gather a variety of case studies, quotes, and video testimonials across different industries to provide compelling validation of your product's value.

Objection handling: Support your teams by anticipating potential objections customers might have and providing key talking points to address concerns. This is especially important for handling objections related to pricing, product features, or competitive comparisons.

FAQs: Put together a list of the most common questions you're hearing from both GTM and customers along with answers. This will help to ensure consistency of responses as your field is speaking with customers. This can continue to evolve based on feedback you continue to gather.