When running a refresh / update or complete transformation of messaging and positioning how do you kick this off in a structured way and then drive alignment?

3 answers

All related (61)

Senior Vice President, Product Marketing at BetterUp | Formerly Klaviyo, Qualtrics, Microsoft, MckInsey • October 6

Really good question. I think of the following steps before a kick-off - a) Leadership buy-in b) Compelling story c) Project plan d) Customer validation and testing plan. Doing these well will natura

4 Saves

Linda Sonne-Harrison

President at Giant Stride Marketing Group • September 29

The first step is executive alignment. When I start an engagement with a client, I do a thorough messaging audit including internal stakeholders, customers, and sometimes analysts. I analyze my findin

5 Saves

Julie Brown

Product Marketing & Event Leader, Strategist, & Consultant at 56th Street Productions, LLC | Project Product | Formerly STANLEY Security (Securitas), Conga (Apttus), SAP, Aprimo (Teradata), Salesforce (ExactTarget) • October 5

I like to utilize a document I call a message house. Having a structured format with each section outlined and definitions and examples at the ready can make for a great workshop experience and help k

4 Saves

How do you approach getting approval for messaging from internal stakeholders like Product, Sales, and Customer Success?

How would you recommend Product Marketing Managers improve their messaging skills?

Should a product marketing manager be a SaaS startup's first hire, and why?

How do you defend the messaging that you’ve created when everyone in our company has an opinion about messaging.

What is the best product pitch (deck, video, one pager, website) you've ever seen/heard and what made it stand out?

What are some of your favorite companies that have amazing comms across the board?