Matt Hodges
Head of Product Marketing Craft at Atlassian

We’ve developed a few of our own frameworks over the years based on jobs-to-be-done. It’s an approach that runs counterintuitive to classic, persona-based marketing, and does so purposefully. Focusing on customer attributes really means focusing on what you want to sell, rather than what your customers actually need. Those customers come from a variety of backgrounds, industries, and verticals, but their one commonality is their motivation, the Job-to-be-Done.  


I had to fundamentally change my approach when I joined Intercom. For me, the easiest way to grok the Jobs-to-be-Done methodology was by watching Clay Christensen’s famous milkshake video and understanding what “job” people buy milkshakes for. You can read more about Jobs-to-be-Done on the Inside Intercom blog here: Focus on the Job, Not the Customer:


And, here’s a recording of a talk and podcast I’ve given in the past about how we apply JTBD to our go-to-market strategy.


How to market the Job-to-be-Done:

How Jobs-to-be-Done Informs Intercom Marketing:


As we continue to grow, our products mature, and we learn more about the problems we’re trying to solve and for whom, we’re constantly adapting our frameworks.  As an example, we’ve recently created an internal document called the “Solution Guide” for each of the solutions we take to market. The guide answers the following questions:



  • What problem are people looking to find a solution for?
  • What will a solution to this problem improve for them?
  • Who is looking for it?
  • What are the keywords they are using to search for it?



Solution Positioning & Messaging

  • What do we call the solution we provide for this problem?
  • Why would someone be interested in Intercom’s solution?
  • Which Intercom products are required to solve this problem?

  • How does Intercom solve this problem?
  • Which must-have features for this problem does Intercom have?
  • Why would someone want to use Intercom to solve this problem?
  • Who is successfully using Intercom to solve this problem?


In addition, as we think about how to best position ourselves against alternative solutions (products) to the problems we solve, we make use of the 4 Forces model. You can learn more about that and our approach to comparative marketing here: The right way to challenge your competitors - Inside Intercom:


Of course, there are many other, more established frameworks available to you. One thing I have heard good things about is Pragmatic Marketing (  My advice would find a framework that feels good and adapt it to your business because everyone is different. :)

Diana Smith
Director of Brand and Product Marketing, at Twilio
At Segment, we think of messaging in three tiers and have different frameworks for each. Product marketing usually collaborates with PR and brand for Level 0 and Level 1, while we own Level 2. Level 0 Messaging: Highest-level company messaging, found in press releases, first sales decks slides, ...more
Scott Schwarzhoff
Operating Partner at Unusual Ventures (former VP PMM @ Okta)
A couple to try out. Here’s a combined messaging source doc that I use every time I start working with one of our portfolio companies. Inherited from Citrix days and then adapted over time. Hope it’s helpful! The second one is one I've been working on for a year and am sharing with the Sharebi...more
Judy Abad
Global Director, Business Strategy and Comms at TripActions
Hmmm … this depends on what you’re launching. The most important things to understand when you’re creating any messaging is who your audience is, what is the benefit to them, and how you'll reach them. This is a great read if you’re just getting started (and something I make my new hires read): h...more
Anna Wiggins
Sr. Director Product Marketing at BlueVine
There are a lot of messaging frameworks out there. If you are on the hunt for templates, check out the Product Marketing Alliance or April Dunford's website (Obviously Awesome is a must-read of Product Marketers). In general, a messaging doc should be the single source of truth and act as the bu...more
Derek Frome
Vice President Marketing at

For sales messaging, I haven’t encountered anything better than “Command of the Message” which you can google.

Natalie Louie
Head of Marketing at MobileCoin
MESSAGING FRAMEWORK Andy Raskin broke down our Zuora messaging framework perfectly: The Greatest Sales Deck I’ve Ever Seen This messaging framework we use has 5 elements:  * Name a Big, Relevant Change in the World * Show There’ll Be Winners and Losers * Tease the Promised Land * Introduce...more
Alison Murdock
Founder & Chief Marketer at Trusted CMO -
With messaging, simpler is better. Messaging should be crisp and devoid of jargon. There are three resources I use, and the resource would depend on the project, e.g. company messaging vs. product messaging:  * Mother story: write a 3-4 narrative about your company. What is the change that i...more
Nandini Jammi
Senior B2B Copywriter at Freelance
I usually have one or several resources of the following resources open when I'm developing a new messaging strategy. 1. Doug Kessler's "Irresistable Content for Immovable Prospects " [Slideshare] 2. Andy Raskin's "Promised Land " pitch [Medium] 3. Donald Miller's "Storybrand " template [Blo...more