Messaging
Do you think SaaS companies should prioritize specific value propositions over high-level messaging, and if so, how can large, multifaceted companies achieve that level of clarity?
The brilliant PMM consultant Anthony Pierri often posts on LinkedIn about how SaaS companies tend to default to vague, high-level messaging, especially on places like their home pages. So much so, that sometimes you can read a company's home page and still not know what they do. His recommendation is for startups to be extremely specific about what they actually do... not what the high level outcomes (like ROI or revenue) are. Do you share that perspective? If yes, how can big companies who do MANY different things get specific like that?
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How to test messaging properly and convince leaders to change messaging that is not resonating?
Sometimes leaders fall in love with a phrase they've heard and it's hard to get them to use the agreed upon messaging. What proof points can you share that messaging resonates or not?
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How do you pitch and approve messaging with internal senior stakeholders? What are the best tactics you've previously used?
Messaging can be highly subjective. Therefore what are your best tactics to align the mindsets of different stakeholders (ie positioning) and then approve messaging? Especially when stakeholders usually agree in principle to positioning, but then disagree when final messaging and creative assets are made.
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