What are the biggest obstacles you typically encounter in implementing new messages for a product or service?

3 answers

All related (61)

Vice President, Product Marketing at Momentive (SurveyMonkey) • December 8

In the B2B space, getting Sales to fully adopt new messaging is almost always a challenge, especially for a product or service that has existed for quite some time. In many cases, you’ll find that eve

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Elizabeth Brigham

Director, The Jay Hurt Hub for Innovation and Entrepreneurship at Davidson College • April 28

What has been challenging for me in the past is not having a ton of reference customers and/or data to back up messaging for a new product launch. This is a delicate balance between making sure that y

33 Saves

Ajit Ghuman

Director of Product Management - Pricing & Packaging, CXP at Twilio | Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.com • April 27

New messaging for a product is always both challenging and fun. But the obstacles tend to be unique to each situation. Let me explain through a few scenarios. Evolving product line: Your product used

17 Saves

Where does in-app copy fit in your org? (Under Product Marketing, Design or other?)

What is your approach to testing different messaging and your criteria for success?

What types of messaging documents or frameworks are typically shared with stakeholders from different teams (i.e. product, marketing, execs, etc.)?

What are your thoughts on how to distinguish between what is a product, feature, and solution?

How do you measure the impact of product marketing in your company?

How do you keep competitors from copying your product messaging so that your value prop stays differentiated?