I find it helpful to test along the way and continue testing once it's released broadly. Unsurprisingly, we work closely with customer-facing teams, advisors, and internal teams as a starting point and work with them to roadtest.
I'd love to say there's always a deliberate process, but sometimes you don't have the time to do so. For instance, last year with the pandemic, we had to very quickly expand into a new vertical and operating in an unknown environment. So we relied more on customer validation as a way to test messaging.
As I'm sure with many of you, we've been obsessed with watching Gong calls as a way to learn from customers (and sales reps!). It's helped us build a more quantitative testing approach and track how it differentiates by segment and over time.
Another validation tactic I've found helpful is testing messaging in ads, content, nurture emails, etc. For instance, one of our highest converting LinkedIn ads is a product-focused article centered on one value prop. By arming our SDR with add'l questions, we're able to dig deeper without disrupting the buying process.