We have run numerous sales and marketing messaging alignment workshops for our clients and have refined and simplified our process.
- The process starts with a tutorial to get buy-in from stake-holders and to clearly identify the goals and deliverables.
- Buyer Persona development starts by selecting market-segments and roles of target buyers who will be involved in the decision to acquire, finance and implement the solution are identified.
- Buyer persona is developed through understanding buyer goals and issues through interviews and customer discovery.
- By truly understanding buyer issues, the problems they confront in the industry, from competitors and from within their organization, we can connect emotionally with buyer needs.
- Developing the Buyer Relevant Messaging templates requires concentrated intellectual effort and the contribution of product management visionaries, the experience of top sales producers, marketing and executive leadership.
- In this process we create knowledge by integrating buyer persona, industry knowledge, proof points, best-practices diagnostic questions, framing and buyer-vision questions and product usage knowledge.
- The solution summary of each unique template is a narrative describing how your solution can uniquely solve the buyers problem or help them achieve their goal.
- The Messaging Architecture is an aggregation of the capabilities that are mapped in the buyer relevant messaging templates. The Messaging Architecture is an extrememly important document for creating consistent sales and marketing messaging and communication that positions the company, differentiates value and enables everyone in the organization to crisply articulate value proposition and how products are used to create value.
