What do you use or do to get people to buy into your positioning plans and consistently using them?
The product marketers job typically revolves around positioning a product. Sometimes, it can be difficult to align sales, marketing, and product teams around your positioning.
Conveyor Head of Marketing • 6y
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 i...
5347 Views
Unusual Ventures Operating Partner • 6y
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...
1299 Views
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Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 5y
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 l...
634 Views
Ironclad VP of Product Marketing • 4y
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'r...
498 Views
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 re...
466 Views
Panorama Education Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 3y
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, ta...
405 Views
Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 4y
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 ...
506 Views
Adobe Sr Director of Product Marketing, Creative Cloud • 2y
The way to get people bought into positioning is to make sure that positioning is a cross functional exercise in the beginning. Positioning is not just a marketing or pro...
1785 Views
Cisco Director of Product Management, Speech and Video AI • 6y
Product positioning is really a complex thoughtful approach, requiring perspectives on brand, pricing and packaging coming together. I believe strongly that its starts da...
1153 Views
KPI Sense Chief Executive Officer • 6y
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 ...
571 Views
Messages That Matter Co-Founder • Mar 29
Most important is to involve sales early and often throughout the positioning process to both gather intelligence you can't get anywhere else and also to solve the No. 1 ...
222 Views
Related Questions
What tools do you use to help you manage your messaging and then disseminate it to the rest of the organization?How do you validate your messaging and positioning once you've already finalized them?How do you fight a price war with positioning/messaging? Can you even? What's the trick to get sales to buy into the messaging you've built?What are the top documents you create when working on Competitive Positioning programs? How do you create a strong positioning statement ?