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What marketing tools (e.g. personas, buyer journeys, sales playbooks, etc) have you found most effective in getting stakeholders aligned on marketing strategy?

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4 Answers
Stakeholder Management
  1. Katherine Kelly
    Katherine Kelly

    Instructure Head of Product Marketing | Formerly ExactTarget (Salesforce Marketing Cloud), Zendesk, Slack, Salesforce • 6y

    One of the best alignment tools we rolled out in the last two years was a messaging source document. This document includes overview / background on the market, description of the thing we are launching or marketing, details of the audience and related personas, etc. This document can be used by various teams and is owned and kept up to date by product marketing.

    2,036 Views
  2. Jarod Greene
    Jarod Greene

    Vivun Chief Marketing Officer • 3y

    I find that the development of a Go-to-Market Playbook is a really good exercise. While it may feel antiquated in a digital world, writing down your positioning statement, value proposition, unique selling position, personas, competitors, ideal customer profile, competitors, customer stories, and buyer journey maps allows you to facilitate conversations throughout the business. It's likely that other groups in your business are working on pieces of these things but only Product Marketing has an ...Read More

    2,831 Views
  3. Leah Brite
    Leah Brite

    Gusto Head of Product Marketing, Benefits • 4y

    A variety of tools can be helpful in getting stakeholders aligned on the marketing strategy – the key to them all is that they are based on data and customer insights. When you are articulating your strategy, provide links to supporting research, personas, shopper journey’s, etc. These should articulate who your target customers are, what they care most about, how to influence them during the purchase or upsell process, and how they interact with your product. By highlighting the key takeaways a ...Read More

    1,261 Views
  4. Mary Sheehan
    Mary Sheehan

    Adobe Head of Lightroom Product Marketing | Formerly Google, AdRoll • 2y

    Personas are gold for alignment. Start with the persona, then walk stakeholders through the strategy with real-life examples (think mock ads). Share predicted ROI to solidify the plan.

    2,095 Views

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