Sarah Din

1. Get your executive team aligned and bought in first - because you need them to champion this to the rest of the org, and to set the precedence by using your messaging regularly as they talk about the company. 2. When you create new messaging - make sure you do internal activation in ...more

I like to keep these simple, and just use a single value proposition slide. Especially when it’s for an executive team. Here are the basic things to include: * Who is our audience? (customer segment) * What challenges do they face? (what is the need and the cost of not meeting that need?) ...more

I did an AMA a while ago that went into detail on how to build differentiated messaging - this talks about a 7-step process that I have created and adapted for use over time with different companies I have worked for.  You can read more about it here: https://sharebird.com/ama/surveymonkey-dir...more

That is a great question! I like to have both. The core messaging should be for your overall company and product - this is the foundational messaging for how to talk about your product (and perhaps even different parts of your product depending on product complexity) Then as you develop and lau...more

This really depends on the actual goal of a CI program, but here are a few ideas: For the sales team: * Competitive win rates (pre and post intel) * Sales confidence on competitive pitching (This is something you can measure using surveys at a regular cadence like quarterly) For the produ...more

Depends on how competitive your market is. You can create a list of competitors and create segments based on different variables that are important for your product or business. For instance direct competitors vs indirect competitors, Or competitors by vertical, or competitors by use case, etc. ...more

I honestly customize the framework for each company I work for, but over the year’s I've built my own since I never found anything existing that I really loved. If you want an example, message me and I can share an example. Competitive positioning is always part of the initial messaging developm...more

I believe competitive research should always be part of the process when you develop your core messaging, but it’s important to not get too hung up on your competitors, you can easily lose sight of what your own customers care about. (Also, who is to say that their messaging is better than others...more

As with any other sales content, find out how your specific sales team likes to consume content. This will give you an idea of the format, as well as the channels in which to share this information. This will also depend on your company culture. In my personal experience it's important to do the...more

Most people talk about positioning and messaging under the same breath and interchangeably, but in fact, these are two very different things that have inter-dependencies. Positioning is contextual. It’s simply about your ownable market position. The goal is to answer “how are you unique?” And “h...more