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Our founders have created our product messaging based on their ideas. How do we get them to give product marketing more control over messaging?

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3 Answers
Influencing the C-Suite
  1. Eric Petitt
    Eric Petitt

    Glassdoor Senior Vice President Marketing • 5y

    Your founders will have a stronger org when they eventually trust product marketing with more control over messaging. If you can, start with research. Talk to prospects and customers and show how they respond to different approaches. And test and learn. If you have an existing audience base, you can try different approaches to a/b testing messaging through various marketing channels (i.e., digital advertising, email, website, etc.). Identifying quick ways to validate and challenge hypotheses on ...Read More

    1,752 Views
  2. Jeremy Wood
    Jeremy Wood

    Adobe Head of GTM Strategy, APAC & Japan • 1y

    I've worked through this very scenario on a few occasions. I think as startups mature and grow there is often an understandable resistance to 'letting go' of all the parts of the business that the founders had to manage initially. Sometimes they have areas of particular interest and those are often the hardest (i.e engineering, product development, some even are 'aspiring' marketers!) I think and easy method is to open yourself to collaboration with them if at all possible. They hired product ma ...Read More

    1,883 Views
  3. Tracy Montour
    Tracy Montour

    HiredScore Head of Product Marketing • 3y

    Don't frame it as a way for "product marketing to get more control over the messaging". Frame it as a way to bring the voice of the customer into your messaging. Product Marketing should be the voice of the customer within the organization and the VoC should deeply influence the messaging. It's not easy for founders to release control, so they may still want to be involved and that is NOT a bad thing. Use their insights, along with the voice of the customer, to develop messaging and measure its ...Read More

    240 Views

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