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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?

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3 Answers
Messaging Strategy
  1. Sahil Sethi
    Sahil Sethi

    Freshworks Vice President - Global Product Marketing | Formerly Klaviyo, Qualtrics, Microsoft, MckInsey • 3y

    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 naturally bring about strong alignment First - Leadership buy-in . Make sure there is leadership buy-in and alignment if the project isn’t coming down top-down already. Spend some time explaining why we need a messaging refresh by tying it to company priorities (e.g. category creation POV, reflect new inno ...Read More

    1,420 Views
  2. Julie Brown
    Julie Brown

    Project Product Fractional Product Marketer & Event Strategist | Formerly Securitas (STANLEY Security), Conga (Apttus), SAP, Aprimo (Teradata), Salesforce (ExactTarget) • 3y

    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 keep stakeholders more focused and aligned. Below are 2 articles I've written on the topic. Might be helpful in jumpstarting your next messaging project. Enjoy! Part 1: https://medium.com/projectproduct/the-power-of-a-message-house-for-product-marketers-8b9bfe01e5a4 Part 2: https://medium.com/project ...Read More

    383 Views
  3. Linda Sonne-Harrison
    Linda Sonne-Harrison

    Giant Stride Marketing Group President • 3y

    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 findings, present them to the key stakeholders, and get their buy-in before beginning the actual messaging process. It's also important to note that some of these key stakeholders don't know what positioning and messaging are. They may not care. You'll need to educate them. Positioning is how your product ...Read More

    501 Views

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