We find it helpful to have a single messaging document that everyone in the company can access. It goes through our mission/vision/description all of the way down to messaging segmented product, customer type, and industry vertical. A shared document enables all of the teams to be on the same page and tell the same story to the market.
Before we’re ready to share messaging broadly (and put it in the master document), we collaborate with different teams to have the highest confidence that the messaging is going to land.
Executives — Collaborate on mission and vision, consulted on product naming and packaging
Marketing team — Collaborate on key value propositions, category decisions, and boilerplate, test different headlines and messages via campaigns and our site
Product team — Collaborate on quarterly themes we align to for product development and product launches, co-own the customer-facing product roadmap, work closely on product-level messaging for new products refining the audience, positioning, and key use cases with the PM
Sales team — Test messaging, value propositions, and pricing in market, finalize the sales deck and talk tracks together, identify common objections to create messaging for