We use Workramp for formal trainings - so we can see with that tool completion rates and if there are quizzes or assesments, how folks did on those. We have more informal training sessions called Scoops for our sales / csm team and then a Technical Scoop for our technical teams. We also hold office hours for newer, more technical product or feature releases. The overall questions and engagement - while more qualitative - help us assess how well enablement is going there.
Messaging is the ability to communicate pains and solutions for a specific persona using the written word. PMM writing is unique because it’s all about distilling a message down to it’s essence and packaging words in a way that will be accepted by a specific group of people. A PMM should write with very little fat.
Practice writing. Test your messages with your sales team, SDRs, A/B test marketing campaigns. Listen to how your sales team pitches. Listen to how your customers talk.
Practice, practice, practice! Get as many reps in as you can, and have a marketer you admire give you very candid feedback. Bonus points if you can do a working session with someone who’s skilled in messaging — build a messaging framework together, live, so you can get a front-row seat to watch how they think and how they approach it in a real-life situation.
As others have mentioned, practice. It's hard to find the extra time, so here are some ideas:
Messaging for me is both an art and a science. I've seen very good narrative building frameworks and courses around that can you help you nail basic concepts (e.g how to structure a well written value prop) but it needs constant practice and iteration.
As an immigrant whose first language is not English, I have also found general writing courses and workshops very helpful.
100% agree with Suyog. Nothing we do exists in a vacuum and all of the positioning and messaging we bring to market should be looked at from a brand lens to ensure consistency. Ultimately, the consumer is not going to differentiate what’s brand marketing and what’s product marketing. It’s all the same to them!
Start with the facts. Then add in what actual customers or prospects have said. Or if you don't have that yet - a respected third party - like a Gartner. And only then try to make it clever. I think too often marketing folks start with the clever and work backwards - but especially developers, they want to know it works, they want to get into the weeds right away, and they will be put off or blow past any overly clever, overly fluffy marketing.
We use varioius external forums for testing messaging. We do a lot of informal conversations with customers but we also have formal customer and product advisory boards where we preview messaging. I also like to get analyst feedback before launching anything. These forums usually provide useful insight to improve messaging substantially..
Educate educate educate. When I started at UiPath i must have had 50-100 introductory meetings in the first few weeks. I spent time with every stakeholder that I needed to work with or that I needed to be an advocate. I did a lot of them by zoom but I also got on the plane and traveled a ton. You can't replace the in person impact when you are just getting started and getting to know people. It's really not a big secret - when you are new do a massive amount of outreach.
We have a "storybook" with all of our core messaging. It's a powerpoint with a lot of slides covering segmentation, personas, products, and all the appropriate messaging that goes along with it. It can be a bit heavy (to download) but it's the one source everyone knows about. We host it on our internal sales enablement tool - Highspot.