Profile
Greg Gsell

Greg Gsell

VP, Product Marketing, Attentive

Content

Greg Gsell
Greg Gsell
Attentive VP, Product MarketingMarch 24
Competitive positioning and messaging have to be one and the same. When you look at your decks and positioning, you need to do the gut check of "can my competitors say this" and if yes, change your messaging. You need to build competitive differentiation from the first impression through the enti......Read More
1633 Views
Greg Gsell
Greg Gsell
Attentive VP, Product MarketingApril 17
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......Read More
626 Views
Greg Gsell
Greg Gsell
Attentive VP, Product MarketingMarch 24
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 thos......Read More
608 Views
Greg Gsell
Greg Gsell
Attentive VP, Product MarketingApril 17
Overall, you should at least look at it annually. Based on the progress we have made, the market shifts, etc, is this still the best way to articulate the value? Is it still working with field? Sometimes you need to adjust messaging to get sellers excited to go pitch it again. You also need to......Read More
555 Views
Greg Gsell
Greg Gsell
Attentive VP, Product MarketingMarch 24
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 w......Read More
539 Views
Greg Gsell
Greg Gsell
Attentive VP, Product MarketingApril 17
Talk to your sales and CS people. The folks in your organization who are repeating the messaging to prospects/customers will have a lot of feedback right away. You can also use tools like Gong for this. We are setting up a Revenue Advisory Board who will help give feedback while we are developing......Read More
533 Views
Greg Gsell
Greg Gsell
Attentive VP, Product MarketingMarch 24
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 struc......Read More
504 Views
Greg Gsell
Greg Gsell
Attentive VP, Product MarketingApril 17
An old boss used to say "don't let the product get in the way of a good story". In order to stay head of your competitors, you will likely need to future sell. It is important to be aligned with the product team on WHY they are building the product, jobs to be done, etc and articulate that north ......Read More
486 Views
Greg Gsell
Greg Gsell
Attentive VP, Product MarketingMarch 24
Call them! It is all fair game. Going deep on youtube and searching their exec team is also a great resource. Odds are even if they don't have public content, the CEO has spoken at a conference at some point. I always get a lot of info from new hires who came from competitors as well. You can wor......Read More
480 Views
Greg Gsell
Greg Gsell
Attentive VP, Product MarketingMarch 24
'I think a competitor is anyone who is in or adjacent to your space. Said another way, a competitor is a vendor that can cause confusion or slow down your sales cycle for some reason. There are a few different types of competitors: * Main competitors - the ones who you are competing with head o......Read More
480 Views
Credentials & Highlights
VP, Product Marketing at Attentive
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Knows About Competitive Positioning, Analyst Relationships, Pricing and Packaging, Messaging, Bra......more
Work At Attentive
Product Marketing Manager
View job