What are some ways to solidify a messaging shift with the field?

We did a fairly large rebranding/messaging shift. We feel that sales can 'pitch' the message well, but we have noticed they can't pivot well. We believe this is because they haven't truly internalized the messaging components. We are doubling down on personas and industries in the context of our messaging. We hope that this will give them more maneuverability in the field.

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3 Answers

Messaging Strategy

James Huddleston

Amazon Web Services (AWS) Head of Product Marketing • 4y

One way I've found some success in rolling out to the field is using one of my better reps as a champion of the new messaging and having the "pitch" for the new messaging come from them. Instead of it feeling like the messaging is coming from marketing or product, if you can arm one of the most respected sales persons with the new messaging and have them roll it out through a presentation or role play with the field it might resonate and be internalized better. Some other ways I've found success ...Read More

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Vivek Asija

WisdomAI Head of Product Marketing • 6y

Over the years I have collected and adapted a number of messaging tools. I have come up with a structured process for messaging development, and one of the deliverables is a source messaging document. Source messaging documents contain 50-, 100-, and 200-word descriptions, and usable snippets of text or approved slogans and tag lines. One of the core pieces is a matrix where we draw an oppositioin between "how we think" vs "how they think". This is useful for really internalizing what is differe ...Read More

1,763 Views
Ajit Ghuman

Twilio Former Director of Product Management - Pricing & Packaging, CXP | Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.com • 6y

Top-down won't work, don't force compliance. It has to be bottom-up, where the reps discover that this works. You can try SPIFs or internal competitions for the best sales calls. Some companies are using meeting recording products like Gong or Chorus that might help in this regard. As soon as you can get your best reps on the new messaging, that starts the chain reaction where the rest of the sales team follows. You'll need to iterate with these top reps' feedback to ensure they can be agile ...Read More

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