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

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 teams and internal stakeholders to talk them through how you crafted and validated this messaging.

• Show them that you are the expert on messaging your product because you’ve spoken first-hand to your customers and done in-depth market research.

• If your internal teams feel like the messaging has been validated by customers and aligns to the company’s messaging, it will help them get on board.

• Get their buy in, ask them what they think, get their thoughts, make it an open conversation.

• Finally, the best way to ensure teams use your messaging is to create impactful assets for them to use. This can include pitch decks (internal and external), sales one pagers, talking points, campaign briefs, etc.

• 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 through the messaging to drive comprehension on provide an opportunity to ask questions

• Widespread Use - start incorporating your new messaging into existing sales/marketing assets to make it easy to use. This also ensures consistency and avoids confusion.

• Check in - check in with the teams leveraging your messaging at regular intervals to make sure it is landing. Gather data and context on areas you might need to adjust.

• Simplicity - usually the best messaging has a small handful of key sound bites that will be used and leveraged the most. Focus on nailing those. A robust framework of RTB's and data points to back up claims is also critical.

• Tell customer centric stories - any time you can drive messaging home through a case study or through the voice of a customer, do it!