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.