Create internal and external evangelists that propel growth and improvement.
Define the internal stakeholder groups who will benefit from your messaging.
Typical internal messaging stakeholders include:
Customer success teams
Other employees across divisions
Define a distinct core benefit each of your internal stakeholder groups will get from message enablement.
Typical messaging goals for the above stakeholder groups include:
Sales teams can close more and better deals faster.
Marketing departments can better fill the sales funnel and convert better-fit customers.
Customer success teams can activate and expand value, creating advocate customers.
Product teams receive market and customer insights to build and deliver better products.
Leadership teams better understand the progress toward the company mission and vision.
Employees across divisions are empowered and engaged to better fulfill the mission.
Each of these teams can also provide front-line or organizational feedback on your messaging and positioning to improve your messaging over time.
Create a secure and accessible storage location where internal stakeholders can access in-depth training materials and examples of real-world content or creative assets.
Ensure that it’s accessible anywhere your stakeholders are by sharing it on your intranet, a dashboard, or a shared board or document, without compromising security.
Decide how your messaging guidelines will be updated: what triggers an update, who will update it, how often, and who will be alerted when a new version is available.
Create a matrix that defines what types of updates require the whole company to be alerted, what types of updates only require a specific team to be alerted, and what types of updates require no stakeholder alerts at all.
Events that could trigger messaging updates include:
New product launches
New releases that strengthen your ability to deliver value
Market changes, like regularly or policy adjustments
New markets, use cases, verticals, or personas
New or better proof points
Create a multi-channel launch plan for your messaging that sells the need for it and builds credibility around it.
For example, a space for Q&A allows employees to feel involved in the process and engage further with messaging. Consider road shows and presentations tailored to different departments to sell them on the story behind the messaging strategy you’ve developed.
Create internal evangelists for your messaging. Focus on your leadership team as your chief evangelists, allowing them to set the example and internal tone.
Prompt them to include the messaging in all internal and external keynotes and presentations, company and professional PR opportunities, and all-hands company meetings.
Partner with your L&D team to create internal evangelists by building standardized messaging into learning and development curriculums, as well as onboarding pathways and thresholds.
Conduct training workshops and regularly check in with customer-facing teams. Produce easily accessible messaging resources for them.
Provide marketing teams with shared processes and messaging briefs. Write style guides and brand voice guidelines to help them develop creative assets.
Monitor customer-facing team confidence, dashboard visits, and resource downloads to track internal messaging enablement success.
Measure messaging effectiveness through KPIs like pipeline velocity, sales win rates, time to customer value, and content resonance.
Thanks @lsmous – this was better! I’ve made some edits to cut down the number of words used. These playbooks need to use plain language, and we need to write step text that’s as concise and simple as possible. That means removing a lot of the fluff that works in other formats, like providing a long justification for the step (this should go in the step explanation if it’s important) or frequently repeating a phrase like messaging enablement.