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5 Answers

Vishal Naik
Google Product Marketing Lead • January 25
Great question. To be frank, even for companies with a reputation of being open and extensible, this one is always a challenge when you're in a Platform role. Because at the end of the day, the Platform is less about what products your company creates and more about what a customer can do. Thus y......Read More
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William Davis
Workato Vice President of Product Marketing • September 28
When moving your messaging from product-centric to solutions-centric, you're going to bring in experts in the solutions you're trying to organize around. Whether that be industry, departmental or some other orientation, you will need the people who live and breathe these domains to ensure the mes......Read More
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Nipul Chokshi
Atrium Head of Marketing • September 8
I found that making the shift to “solutions” or “platform” requires becoming more business outcome focused in terms of your messaging. Rather than speak to individual user-level features/benefits (e.g. “the app launches 2x as fast”) you want to speak to the business impact that it delivers (e.g. ......Read More
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Embrace repetition, and get influential stakeholders on board. I've been lucky to have worked in very collaborative, supportive cultures where any repositioning and messaging was broadcasted at major internal events, then re-broadcasted at subsequent opportunities. For example: * Unveiling: Ann......Read More
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Natalie Louie
Replicant Product Marketing, Senior Director • April 13
It starts with the PMM team to come up with messaging that positions the benefits of your solutions/platform. PMM’s own the WHY and not the WHAT. Please refer to my other answers on frameworks and best practices to get to good messaging and positioning here. Once we have your messaging in a good......Read More
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Kristen Ribero
Handshake Senior Director of Corporate Marketing • October 29
Insights are extremely important and should always be an input into your messaging architecture or recommendation. Market and customer insights are one of the best ways to make a case for your recommendation, in fact. So you don't get stuck in an analysis paralysis state, I'd do a quick audit......Read More
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