Kashyap Patel

Here is what mine looked like roughly when I started about 9 months ago: 30 days: Product onboarding and learning Meet key people in PM, Sales, Marketing Get introduced to tools used in the org Understand the current messaging and positioning of the product(s)  Listen for key problems that we solve and internalise the personas and brand-level messaging 60 days: Embed yourself in a customer conversation Ride shotgun on monthly product updates Study competitors and their market positioning Review ...Read More

Here is how I validate before and after finalizing them: Form a guild or squad consisting of product manager, sales rep, CSM, an exec (if possible). Use them as a sounding board to get early feedback on messaging options - based on the positioning. Once drafted, I validate it internally via Slack through all sales and CSM teams for wider feedback and buy-in. Next, I design a landing page with the messaging copy and upload it on Wynter.com to validate it with external audience from the target aud ...Read More

I have relied on the Message House and the Positioning Canvas (from April Dunford's book as well as PMA) for my work in the PMM field. These frameworks are quite well-known and there are a lot of examples available on the internet too. They do not differ as such when it comes to creating something from scratch or updating existing ones. These frameworks give you a structured thinking process that you go through when filling it up. So that you can arrive at a core value prop that is backed by fac ...Read More

Yes, a few. Actively,  Your own customers or power users who are passionate about your products. Get them into a call and chat with them. Do this atleast 5-6 times with different customers. If you have a reseller or partner network, then their sales and CSM teams can be tapped for validation A validation test that you can run on your own website. Your own sales and marketing teams. Passively, Participate in or listen to sales calls where the new messaging is being used in a preso or otherwise. G ...Read More

Signs that the launch plan is headed in the right direction: Your launch plan tasks in proj. management tool are buzzing and finishing well before time. You are well ahead of planned completion dates and that is always a great sign Sales and CSMs cannot wait for enablement sessions to get more information. They nag you because they can already feel it is ready. Execs are responding to your weekly updates in a positive note. Engineering has flagged that the product is QA-ready. No one is worriedl ...Read More

Here is what I feel: Show them the trailer to get them to watch the movie. Less is more. Simple and succinct is generally better.  Focus on the most important problem that you want to solve and that keeps it less convoluted. The objective of a hook-worthy statement is to get the prospect or customer to want to find out more. And, 80% right statement that is grounded in the most urgent/recent/important challenge is always better. The copy and where it gets used are important to convey the message ...Read More