Holding a messaging workshop, whether a start-up or well-established company, can galvanize you positioning and improve you messaging for all customer facing functions.
A messaging workshop can take a couple of hours to a couple of days depending on how many people are involved and how much disagreement there is amongst the team. And from experience, there will be disagreements. Some will be subtle and some may be strategic.
The goal is simple; develop a concise messaging platform for the company, product line or product.
A successful workshop results in company alignment at the executive level and establishes the messaging framework for all customer-facing communications going forward.
An elevator Pitch is the Perfect Messaging Template
It goes like this:
FOR - Describe the target customer / buyer / user
WHO - Describe their reason to buy now - what is their pain, need or opportunity?
YOUR COMPANY, PRODUCT or SERVICE NAME - What is your brand name?
IS A - What is the category of product or service - what market segment?
THAT - Describe the key benefits of your offering – these benefits should tie back to the problem statement.
UNLIKE - How are you different than your primary competitors?
OUR OFFERING - Describe the value you product are service provides.
Real World Example
For CEO's of software/SaaS companies that develop, market and sell B2B solutions to Global 1000 enterprises
Who are seeking executive level marketing leadership to better align their go-to-market strategies and tactics to consistently meet market penetration and revenue attainment goals
GoToMarket is a marketing/sales consultancy and interim executive management company
That provides experienced operational executives to fill the marketing leadership gap as a contributing member of the executive management team
Unlike other consulting firms who provide domain specific marketing expertise, our marketing consultants are highly successful operational executives (CMO/VP/Director) with decades of software marketing management experience
Our Offering is interim marketing leadership, in a full or part-time capacity, operating as a member of the executive management team. We determine the strategic/tactical barriers to sales success and implement remedies to align marketing and sales for optimal productivity -- expanding the opportunity pipeline, improving customer acquisition and retention, lowering the cost of sales and ultimately ensuring reasonable revenue attainment targets are achieved.
Translated to a statement, it looks like this:
GoToMarket is a marketing/sales consultancy and interim executive management company providing proven executive-level operational experience. Our team rapidly identifies go-to-market gaps that impact the software vendor’s ability to consistently predict and meet revenue/market attainment goals.
GoToMarket professionals deliver the operational leadership to implement change that results in aligning marketing and sales for optimal productivity -- expanding the opportunity pipeline, improving customer acquisition and retention, lowering the cost of sales and ultimately ensuring reasonable revenue attainment targets are achieved.
Who Should Participate?
Participants should come from these functional areas:
- Office of the CEO
- Product Management
- Customer/Channel Support
Marketing or Product Management should facilitate the workshop. These workshops can be a bit difficult to facilitate because you have a room full of type-A personalities. It is not uncommon for executives to come to the table with different views and assumptions -- but frankly, that is the point of the exercise.
Your goal is to achieve message alignment across the company. Once there, your next challenge is to pass it along to every employee.
What to do next?
Finally, the positioning platform is the foundation for concise and consistent messages to your customers, prospects and influencers. And should be in the vocabulary of every employee. So, take the time to launch the new positioning and messaging company-wide.
Make it a big deal so people get excited. Provide them with materials so they can repeat the messaging to whomever they meet. Update you tag line to reflect your updated positioning and give everyone a gift (new coffee mug or hat or whatever) to remind them.
Have fun with this and take it seriously .. its important. Poor messaging that isn't aligned with your customer and value proposition is the reason why many companies fail to grow.