What are different messaging processes that you do? And which ones work best to help team/stakeholders come to consensus faster?

If you have differing opinions across your org, you definitely need to bring some data to the table. Testing is a critical part of developing successful messaging, and testing or market research does not have to cost an arm and a leg. Even if you don’t have a huge budget, you can still do some amount of testing to gather insights that help highlight what resonates with your market. You also want to do a mix of these to get a holistic view of what works and what doesn’t across various channels. H ...Read More

Two-part question? Two-part answer :) Messaging Processes & Consensus The type of messaging we do varies depending on whether we’re looking at our entire product, a feature or set of features, or a campaign or sales motion.In most cases, we’re likely to draft up a mini-brief to make sure we have strategic alignment. You can find an example mini-brief template in my PMM Hub template .For net new products, or those that shift the paradigm of our product, we likely need to allocate time to nami ...Read More

I find it helpful to put together a simple exec-level deck that incapsulates the key messaging, how I got there, and how it'll show up. I use that deck to organize my own thoughts concisely, as well as socialize with/gain feedback from stakeholders. 1. Key messaging - this is usually a one-slider with a headline message and 2-3 supporting or key points. It's just a way to directly answer "what are we saying" 2. How I got there - key audience insights, industry trends, data points or consideratio ...Read More

I've run three distinct messaging processes across my time at Microsoft, Salesforce, Tableau, and UiPath, and each serves a different purpose. Here's how I think about them and which moves the needle fastest on consensus. The message house (for structural alignment). This is the most common process and the right starting point. You build a hierarchy: one overarching value proposition, three supporting pillars, proof points underneath each. The reason it helps with consensus is that it forces a s ...Read More