Kiran Khanna

I love all the answers provided and will love to add a layer. To formulate a repeatable product messaging process, I have used and fostered the Key Messaging Document (KMD). It is to be used as a template not as a formula. I strongly recommend that it cannot hamper creativity but merely focus attention on being customer focused, outlining the product/ solution features, its benefits and the customer problems it solves (use cases). As an example, it does not take away from creatively using everyday metaphors and an analogy of an effective padlock to prevent digital intrusion prevention. The template brings focus to the key steps and collaboration needed to crystallize messaging, including: 1. Target customer audience and target customer personas 2. Problem definition (key use cases) 3. Charting product features and benefits 4. Define clear value proposition 5. Craft top 3 core messages 6. Highlight competitive differentiator 7. Align with brand 8. Test and iterate with stakeholders (PMO, Engg, Sales, Partners, Customer friendlies) 9. A/B testing on channels and mediums (website, social media, email) - use as feed into field marketing, content marketing, marcom, sales enablement 10. Training and seller enablement (used to create sales tools) 11. Monitor and measure periodically