Dana Foster Chery

Running focus groups (with a diverse collection of existing customers and another with prospects) has been one of the most useful methods that I've leveraged to test messaging. Presenting a few different narratives and messaging options directly to your target audiences, and listening to them sha...more

This largely depends on the size and distribution of your sales team. On one end, if you have a small, locally based sales team then this is managable and usually lower effort than what you'd need to do on the other end of the specturm for a massive sales team that is highly geographically distri...more

The best analyst briefing decks that I've either seen or helped build are not filled with marketing messaging. They clearly layout what analysts typically care about, which could include the following: trends you've observed in market you operate in, the challenges your product(s) solves, overvie...more

Getting better at messaging can entail a few things and can depend on what exactly you want to improve (ie. having strong frameworks/structure, consistency in writing styles and tone, persuasion, etc.). However, what I always strive to get better at is storytelling. A few books that either direct...more

What makes the best product pitch (deck, one pagers, videos, webpages, etc.) is that it is not a standalone asset. I've see lots of strong product pitch assets, however, if they exist in a vacuum/individually rather than as part of a larger journey or campaign then they can become forgettable pre...more