All related (60)
Diego Lomanto
VP, Product Marketing, UiPathMay 10

We have a "storybook" with all of our core messaging. It's a powerpoint with a lot of slides covering segmentation, personas, products, and all the appropriate messaging that goes along with it. It can be a bit heavy (to download) but it's the one source everyone knows about. We host it on our internal sales enablement tool - Highspot.

Pranav Deshpande
Head of Product Marketing, Modern Treasury | Formerly TwilioMay 8

To be honest, this has been difficult to figure out. I don't think we have the best solution yet, but for now, we write down positioning statetements for each product, which include key messages, to ensure that we have one clear reference for other teams in the company. Each positioning statement is versioned to make sure we're tracking how often its being changed. 

What I've found is these internal docs are most useful to PMM or the rest of marketing. But they aren't great at dissemination. The most effective way to disseminate your messaging is repeating it as many times in as many formats (web pages, content, developer docs, internal sales training) as possible. 

Kate Sheridan
Director of Product Marketing, BoltAugust 21

It's important that everyone who works at your company understands your value propositions and differentiators. At Salesforce we did a corporate messaging certification once a year where everyone at the the company practices the pitch live with their team. At Bolt we're going through that exercise and making it fun. As we roll out a refined pitch, we've made a 50 word and 150 word version, that's short and simple. Next we're launching a contest with leaders from each department recording themselves doing the pitch and then tagging people on their team to make videos. Even if a lot of your company aren't customer facing, it's important that everyone understands the goals and messaging so that they're motivated and understand how their work has an impact.