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Director of Brand and Product Marketing, Twilio.org at Twilio
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
Operating Partner at Unusual Ventures (former VP PMM @ Okta)
I've always been in the product team, so that's the most natural interaction for
me. For PM, we'd collaborate on how to position new products. We built a
spreadsheet that had product pillars>concepts>key features>'feature
rank'>feature flags, price.
You may be asking, 'what's a feature rank' a...more
Product Marketing at Chan Zuckerberg Initiative | Ex-null
The key thing for messaging frameworks that are shared with your org is know
your audience.
As PMMs, we are often creating different messages for different audiences. When
you share your framework, be clear on how to use the messaging, and for whom the
messaging is created for.
i.e. Whenev...more
Vice President of Marketing at Albertsons Companies
I believe in promoting a very collaborative environment where the best
information is always shared and used to inform the different workstreams. At
Uber we create one source of truth document, called the Marketing Brief. This
brief can be shared with every stakeholder in the organization but is ...more
VP of Marketing at Builder.io
We are in the process of creating an internal messaging hub, where all of our
messaging will live. This hub will be on our Confluence site (which is what we
use as our internal Wiki for the org). Our goal is to host all of our messaging
docs on that hub, and give everyone access to it as a "Singl...more
