Sequence it: sales first, marketing second, brand last. Reps carry the new story to live deals before the website changes, because they can adapt in real time and you get feedback in days. Give them the new pitch, the objection handling and the migration line for existing customers who bought the old story, then sit in on calls for two weeks. Change the site and the collateral once the pitch has survived contact. And decide upfront what you will not change, existing customers should hear an evolution of a promise they already bought, not an announcement that they misunderstood you.
4 hand-picked resources, 4 link-checked. Pick how you want to dig in.
Why we picked it Raskin explains why a narrative has to align the whole company, not just the sales deck, which is exactly the trap teams fall into when they reposition. Good on movement building versus category creation.
On Lenny's Podcast by Andy Raskin ~75 min
Open lennysnewsletter.com →Why we picked it A five step exercise you can actually run in a room this week, ending in the market frame of reference that makes your strengths obvious. This is the working session, not the theory.
From aprildunford.com by April Dunford ~12 min read
Open aprildunford.com →Why we picked it This is the piece for teams that already know the theory and are stuck on the human problem: nobody agrees on the competitors, and everyone is pessimistic about the product. Her line that only the prospect's view of alternatives counts settles most internal arguments.
From Lenny's Newsletter by April Dunford ~20 min read
Open lennysnewsletter.com →Why we picked it The most complete plain-language description of what a PMM owns, and it is explicit that positioning and messaging is the number one responsibility rather than launches. Settles the product manager versus product marketer confusion in one section.
From Product Marketing Alliance ~20 min read
Open productmarketingalliance.com →How positioning and messaging reads from a different seat.
The same ground, over in Understand your customers, our Starting Up track.
