Greg Gsell

The key to build messaging that scales is to spend extra time on the core messaging hierarchy at the beginning. Spend the extra time debating and socializing key concepts like: Who is it for What situation are they in? Pain Points Top level message Supporting Messaging points Customer Examples Once you have these nailed down, it becomes much easier to stick to a common narrative across all marketing assets and GTM training, deck, etc. However, sometimes launches come fast and you don't have enou ...Read More

The main difference between product launches in companies with a 1-2 products and many products is how you give context on your product launch. For multi product companies, I think product launches will need to tell how this new feature fits into the broader context of your platform. For sales enablement, you need to be able to define your new target personas, new processes, new content, etc and make sure you are thinking about how that fits in. Do you want to trade of $5 of your original for $1 ...Read More

I try to use the Pyramid approach to all content. Start with just absolute essential information, then expand. This way sales reps are able to capture the exact right amount of information in the most efficient way possible.  For example, say we are an apple company and our competition is those pesky orange growers from across town. I would structure my competitive teardown content like:  Main message Your time is valuable, don't waste it peeling an orange. Apples are ready to eat at a moment's ...Read More

I will answer this question the total opposite way that you asked it based on something I saw this morning. I was making my son a bagel with cream cheese. The cream cheese had a logo saying "Our cows saw NOOOOO to ABCDE hormone". I am not here to comment on anything to do with farming. What struck me is right next to the logo, in LARGER FONT, was a warning saying "there is no evidence ABCDE hormone has any negative impact".  I was kind of taken aback. What is the point of anchoring on this diffe ...Read More

Here are a few common mistakes: The launch lacks clarity on product availability. You need to know what the product does and does not do and set those expectations clearly with sales teams via your ICP and target use cases. I am not saying don't launch a half baked product, but if you do, be clear about what the gaps are and the use cases to target The sales team doesn't have a play or CTA. Product launches should not be an FYI for the sales team. Building an actionable sales play with a target ...Read More

I have worked at two different companies and we approached it entirely differently.  At the first company, we were far and away the market leader and defined the space. Here, we almost entirely focused on new logo acquisition for competition. If we won up front, we had the better product and were very sticky, plus the cost of switching vendors was very high, so the risk of churn was much lower.  At my current company, we are in a highly competitive space. We are really good at new logo acquisiti ...Read More