Cristina Sainati

Curious if you're asking about this because you're thinking of where to focus or how to structure a team. My answer is more from the perpsective of team structure, but happy to follow up on how an individual can think about it too. At our company, they both sit under Product Marketing, but play separate roles.   At the highest level, our product-focused PMMs are thinking about: how to tell the solution’s story. They work closely with Product Managers to deeply understand the product capabilities ...Read More

Yes! Before you can think about messaging though, two things have to be true. You need to know:   Who you’re talking to - your target audience How they think about you - your positioning  I’ve tried a lot of different positioning frameworks over the years, and the one below feels to me like it strikes the right balance between thoroughness and simplicity. Problem First: I always start with the pain points. What are the real-world issues your customers are facing? I typically bein here because yo ...Read More

For us, the narrative didn’t click until we stopped trying to explain ourselves, and started making buyers feel understood. Honestly, it took a few tries for us to get there. At first, we rushed. We had just launched two new products and introduced them together at our annual customer event, without a real narrative to tie them together. Sales led with whatever product felt most familiar. Unsurprisingly, it didn’t land. Then we overcorrected. We repositioned the company into a new space that was ...Read More