Yuliia Panasiuk

Depending on the size and stage of the company, those rules will be different. What everyone usually forgets regardless of the company, is that all three teams have to sync and avoid working in silos. Otherwise, the prospect/user ends up being bombarded in various touch points with misaligned messaging and offers. There are various approaches to handling the relationships the most important being having an accountable function. It can be Product Marketing or Program Management, or even Operations. The team that has a broader vision on the product/business and interacts equally with all three teams without leaning heavily on one. The owner then establishes 3 instrumental components to avoid misalignment between the teams: * A single source of truth in the form of documentation in your Knowledge Base (Confluence, etc) or Sales Enablement tools like Seismic on the messaging and offers. * Set mechanism to notify & report of the communication that goes out to prospects/leads so other teams are informed, provided the teams' stakeholders were involved early in the kick-offs. This can be as easy as a living Excel doc. * Communication channel to troubleshoot, raise additional requests or collect feedback. NB: set rigid rules with examples on what exactly falls under the category to avoid constant reach out from field team on what is already available.

Nowadays, most paid media platforms ( Meta, Pinterest, Reddit, LinkedIn, etc.) offer their set of CTAs to select from when you're setting up paid campaign. That's a great start, since those companies launch tons of experiments and sometimes it's better to trust them, especially if you're on a limited budget. If you'd like to experiment or also having some offline or lifecycle campaigns via e-mail or in-product channels, GenAI is a great source of inspiration to test and learn. Be mindful of the funnel stages: I'd say the closer you're to the bottom of the funnel or for some win-back campaigns align your CTA's to those in other materials( landing pages, sales pitches) as well as product (i.e if your product mainly says 'submit an application' try to stay consistent rather than using 'unlock the potential', which will make sense testing earlier in the funnel).