What's the best way to keep the leadership team engaged and continually contributing to messaging strategy and positioning?

Answer

5 Answers

Messaging Strategy

Sarah Din

Former SVP of Product Marketing at Quickbase • 6y

If your leadership team understands the value of messaging, and how that can impact the success of an org, they will likely want to be involved without you having to ask! So the first step is to make sure that the leadership team truly understands what good messaging can do for an organization. We made sure to bring our leadership along the journey as we revamped our messaging across all of our products and buyer personas, had regular check-ins and kept them updated on our process and progress. ...Read More

1,656 Views
Michael Peach

Rimsys Regulatory Management Software VP of Marketing • 5y

It's ultimately up to the PMM team to drive engagement and feedback on messaging. One of the easiest ways I've found to do this, is to link messaging discussions with launch planning. Not everyone on the leadership team is passionate about messaging, but I've found that most people do care, and want to be informed/involved with product launches. Use launch reviews as a vehicle to drive messaging conversations.

1,038 Views
Lisa Dziuba

Lemon.io Head of Growth Product Marketing | Formerly LottieFiles, WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold) • 3y

Like every other product marketing initiative, positioning & messaging programs should have executives' buy-in. I found that talking about business value and connection to the company OKRs works great. For example, incorporating leadership opinions into messaging will help us drive better results for the strategic launch (user growth goals); adding competitors' differentiation or strategic advantages from the founder's POV can drive stronger product perception (awareness goals); founders' c ...Read More

366 Views
Tracy Montour

HiredScore Head of Product Marketing • 3y

Keep positioning and messaging strategy a key talking point during crossfunctional, stategic, leadership conversations. If its top of mind for leadership, and they understand the impact of effective positioning, they will continue to contribute feedback to it and care about it. Also, leadership cares about what the customer cares about. Voice of Customer and any friction, validation you can share will be essential.

299 Views
Elizabeth Brigham

Davidson College Director, The Jay Hurt Hub for Innovation and Entrepreneurship • 6y

Stakeholder communications and management can vary widely in my experience working at start ups to some of the largest enterprises in the world (Disney). When you're working with a founder CEO who has a very specific vision for positioning and messaging, you want to make sure that you know all the history in the development of the company/product so you have empathy for her "why." However, I like to say that history is informative, but not prescriptive. You need to be aware of how your market, c ...Read More

916 Views