A tech nerd and storyteller at heart, I found my passion in leading marketing
for tech companies. I obsess over products that make life easier and am a sucker
for good brand experiences. My experti...more
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
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:
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
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.
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
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
Positioning is contextual. It’s simply about your ownable market position. The
goal is to answer “how are you unique?” And “h...more