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What is the most effective approach to rolling out the messaging internally so your GTM teams use them?

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3 Answers
Messaging Strategy
  1. Kevin MacGillivray
    Kevin MacGillivray

    Pressable Chief Marketing Officer • 1y

    Accessibility - you need to make sure key messaging docs are accessible to the stakeholders that are using them Engagement - you need to engage key folks who will be leveraging your messaging through the build phase to they feel like they were part of the process (where it makes sense) and are not just having something dumped on their lap that they don't understand or agree with. Rituals - you need to make sure you have the right synchronous or asynchronous rituals set up to share and walk throu ...Read More

    1,237 Views
  2. Stephanie Kelman
    Stephanie Kelman

    Shopify Senior Product Marketing Lead • 2y

    The most effective approach to rolling out messaging that internal GTM teams will use is to bring them along on the journey with you. It's important to build trust and show them that you have validated the messaging through market and customer research. Make sure your messaging framework is already locked down and your close cross-functional partners are aligned (i.e. product). Your specific product messaging needs to be in line with the overall company or product positioning. Meet with your GTM ...Read More

    7,053 Views
  3. Dee Johns
    Dee Johns

    Self Employed Product Marketing Leadership (Interim & Fractional) | Formerly Xero, Karbon, ApprovalMax • 3mo

    I turn the rollout into a story: messaging, product demo, and customer journey in sequence. Alongside it, I present a playbook with key messages, reasons to believe, sound bites, and customer examples. Then I take it on an internal roadshow with the product manager, talking through and demoing the product so teams can ask questions and engage both emotionally and practically. Afterward, they can reference the playbook and recorded sessions whenever they need.

    175 Views

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