Great question and critical to the success of any product launch! At Glassdoor, we start by creating a digestible framework with initial messaging recommendations and “seed” this throughout the process with key stakeholders. The initial messaging recommendations are developed using insights from previously conducted research and feedback from key stakeholders or subject matter experts/SMEs. Two of our greatest advantages at Glassdoor Product Marketing are (1) our Head of Market Insights who is literally a part of our PMM org, not adjacent or in a different department, and (2) an amazing GTM team who are experts in our field and genuine advocates for our customers. Because we are centered around market and customer insights, most of the time, half the battle is won in getting buy-in because the content we propose is grounded in research learning. Once PMM feels good about where the initial messaging has landed with key stakeholders and cross-functional partners have had the messaging “seeded” with them (hence, bought-in), then we go on an internal roadshow to “share” and get final feedback and approvals.
Pro-tip: the messaging framework is delivered with an already-approved value prop or positioning statement, a product-on-a-page, and an outline of the initial GTM launch plan so that stakeholders can see the full breadth of how the messaging framework would be applied.