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Malli Vangala

Malli Vangala

Chief Strategy Officer, Circana

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Malli Vangala
Malli Vangala
Circana Chief Strategy OfficerOctober 8
Sure. While I cannot share internal documents necessarily, I can share a few elements that I think make up good messaging frameworks. 1. Market and competitive context 2. Product strategy/objective (i.e. why we are introducing this particular product/capability and how it fits in broader p......Read More
6348 Views
Malli Vangala
Malli Vangala
Circana Chief Strategy OfficerOctober 8
I am a believer that your messaging/positioning has to be consistent with how differentiated your product really is. Customers will quickly figure out what is marketing fluff vs. product truth anyway! So - even if your product is not the market leader but your research tells you that you have a k......Read More
1386 Views
Malli Vangala
Malli Vangala
Circana Chief Strategy OfficerOctober 7
We try to validate our messaging and positioning prior to finalizing them. We try to obtain feedback from the sales team (ultimately they will use this messaging/positioning most internally), existing and potential customers, third-party analysts (e.g. from Gartner/IDC etc.), internal stakeholder......Read More
1221 Views
Malli Vangala
Malli Vangala
Circana Chief Strategy OfficerOctober 8
We typically prepare and validate a strong Messaging and Positioning Framework (MPF) document first. Our template typically includes things like the market context, objectives of our messaging (i.e. what we hope to drive/influence), quick single-sentence description of the product etc. Once we ha......Read More
1062 Views
Malli Vangala
Malli Vangala
Circana Chief Strategy OfficerOctober 8
We do - however, important to bake in some flexibility/adaptibility as each product/capability/solution tends to have it's own nuances/objectives. Having said that, generally the process is as follows:  1. Collaborate with the Engineering team to thoroughly understand product/solution 2. D......Read More
621 Views
Malli Vangala
Malli Vangala
Circana Chief Strategy OfficerOctober 8
We collect and incorporate the voice of the customer in a few different ways: First - the sales team tends to be a great proxy as they are on the front lines and can provide great inputs on what they are hearing from customers, what seems to resonate and what does not. Second - our product market......Read More
513 Views
Malli Vangala
Malli Vangala
Circana Chief Strategy OfficerOctober 7
Great question and one that took me sometime to figure out as well when i was new to product marketing few years ago! We have used positioning to get clear on who the product/solution is for, what they are trying to address and what differentiates this solution. Messaging can be a simple one-sent......Read More
487 Views
Malli Vangala
Malli Vangala
Circana Chief Strategy OfficerOctober 8
1. Inward focus vs. customer centricity 2. Marketing jargon vs. simplicity 3. silo-ed message vs. integrated messaging across our portfolio Very often - it's easy to get caught up in our internal org dynamics and excitement about a product while creating the messaging around it. We have to pe......Read More
455 Views
Malli Vangala
Malli Vangala
Circana Chief Strategy OfficerOctober 8
We try our best not to get too caught up or carried away with our great product features! Ultimately - it's about the value we deliver to customers and so we try to infuse the business value into the messaging as much as we can. The other thing we try to do (sometimes successfully!) is to avoid j......Read More
449 Views
Malli Vangala
Malli Vangala
Circana Chief Strategy OfficerOctober 8
Great question! We faced a similar challenge a few years ago for one of our suite of solutions. It may boil down to how critical each of those three segments are to your business. Based on your question - sounds like all three are important (otherwise I'd recommend optimizing for the most critica......Read More
446 Views
Credentials & Highlights
Chief Strategy Officer at Circana
Formerly Microsoft, SAP, McKinsey
Product Marketing AMA Contributor
Lives In Redmond, WA
Knows About SMB Product Marketing, Growth Product Marketing, Vertical Product Marketing, Competit......more