Which stakeholders do you typically need to involve in your messaging project?

Great question! I'd say your Sales, Product, Enablement and Marketing teams at the very latest. Other teams to consider including if you have them are Competitive, Business Value, Partner, Customer Success, Analyst Relations and your Industry or Regional teams. These are a lot of teams, but everyone has a different role. Some can help you build the messaging, some are strategic influencers and some are great partners to help inform the messaging with key data. My recommendation is to build a RACI or DACI to support your project.

Messaging isn’t built in a vacuum. You need multiple stakeholders, but when and how you involve them matters.

During the information-gathering phase, talk to the head of sales, CS, product, marketing, and the CEO or founder. If you can get customer input, do it—nothing beats firsthand insight.

As you move into the development phase, shift to a RACI model. Keep those key stakeholders in the loop, but how you weigh their feedback will change. Some input is mission-critical; some isn’t. And that’s okay.

By including these different departments, you'll build buy-in and strengthen the chances of it getting adopted throughout the org.