What do you use or do to get people to buy into your positioning plans and consistently using them?

The key to getting adoption is to make sure you first get executive alignment along with bringing those teams (sales, marketing, product) along for the journey . As you're creating your positioning an

Ah, a tricky one! There are a few things that you can do, starting with a core team that you trust to participate in the fluidity that is message development. Typically, this is a small group that c

Product marketing is often defined as the people who position the products, but I think it's as equally important (especially as you grow bigger) that Product Marketing is also the most cross function

Get your executive team aligned and bought in first - because you need them to champion this to the rest of the org, and to set the precedence by using your messaging regularly as they talk about the

This is the job within the job. You're always balancing two macro audiences: External (prospects and customers) and Internal (well, all your coworkers).  I'll reiterate what I've said elsewhere today

Two words: customer stories! Product Marketers need to make sure that everyone is united in telling the same story about our product and its value. I always think of it like internal selling. And just

This is arguably the hardest part of positioning. In my experience, it has to start before you really start drafting positioning and as you're doing research.  First, talk with a few folks from your

Product positioning is really a complex thoughtful approach, requiring perspectives on brand, pricing and packaging coming together. I believe strongly that its starts day-one when you build the produ

Of course it's difficult: Don't be fooled, just because you all work for the same company doesn't mean you're all responding to the same incentives. Start by asking what each of the three is trying to