Div Manickam

Our messaging and positioning starts with this framework below. We combined messaging and positioning into one document and have it built out for each product, solution, and industry. We engage with product management to start and confirm the value proposition, key personas and their pain points ...more

Our team, Portfolio Messaging (product, industry and solutions) are part of the Product organization (I report to the Chief Product Officer) to help build synergy with Product Management and solutions team. We work closely with Product, Marketing and Sales to meet business needs. We have the proc...more

When we had one product marketing manager (2015), we had the product knowledge to articulate business value and simplify technical concepts. With addition of solution and industry marketing managers, we evolved to product and solution marketing(2017), and we started to focus on buyer personas and...more

This is something we would like to get better at within our team. We aspire to be persona-led and data-driven, but don’t have processes/tools in place to perform the right testing for messaging and positioning. Today, we are able to test messaging and positioning with the sales teams(joining cust...more

Category creation is a unique messaging and positioning initiative when your startup is providing a differentiated value that doesn’t exist in the industry today. When I think about new markets like the subscription economy or SaaS platforms, these categories didn’t exist a few decades ago.  E...more

It is recommended to start with one segment to test/iterate, to completely understand the buyer needs/value proposition and then build messaging for the other two segments. If it’s not unique for each segment, then it will be hard to position one overarching message. It will be challenging at fir...more