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

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, descripti...

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...

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. W...

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 soli...