Develop a messaging platform that becomes the blueprint for new and/or updated website copy, collateral, the pitch deck and other core sales tools, and the story that fuels go-to-market programs.

Set goals and measures of success for engagement.

Determine messaging scope. 

• • • • Will likely include category creation or definition and brand, corporate, platform, and/or product-centric messaging. 

      • Can also include solution, use case, industry, persona, and/or regional-centric messaging.

Collateral, messaging, and stakeholder review.

Kickoff messaging workshop.

Deliverables: 

• A messaging findings document summarizing input collected through research, interviews, and workshops, including competitor positioning.

• A messaging blueprint/message map with market-ready language that the client will use to activate new positioning across marketing and sales programs.

• Activate your positioning by rolling out key deliverables to drive awareness and demand, including content, marketing programs, and field enablement efforts.  This includes recommendations for high-value content assets (e.g., Email templates (aka scripts) for sales development reps (SDRs), inside sales, and other front-line business development teams; website copy updates; revenue enablement content; sales intro decks).

Feedback on current strategy and product launch plan.

Go-to-market (GTM) strategy and launch plan development.

Research (customer, field, industry, competitive) to inform messaging and GTM strategy.

Deliverables:

• Messaging and overall narrative development.

• Sales tools, content development, competitive battle cards, and additional revenue/sales enablement material.

• GTM campaign theme design.

Provide broad strategic marketing and execution support for priority initiatives, including mentoring and guidance to the foundation for marketing organization moving forward.  

Based on agreed upon # of days/hours commitment per week; 3 month minimum.

Example initiatives may include product launch, competitive intelligence, customer advocacy, pricing & packaging, analyst relations, event planning and coordination, etc.

Deliverables:

• Work with the existing team to build a 6/9/12 month plan.

• Recommendations for future marketing org design.

• Additional messaging or content deliverables will depend on business initiatives.

Set goals and measures of success for engagement. 

Mentoring and guidance to existing team.

Define the most relevant analysts and analyst firms to influence.

Review existing analyst POVs and opinions on your company and the overall market.

Deliverable: 1 Year Analyst Relations strategy

• Define organizational roles and responsibilities to drive and participate in analyst engagement.

• Build outline and content for the first briefing deck and recommended participants.

• Build a recommended analyst relations activity plan based on planned product launches, events, and roadmap priorities.

Set goals and measures of success for engagement.

2-week Ramp (Review existing competitive research, 3rd party analyst reports, peer review site feedback, and media on the competitive marketplace. Potentially an internal survey.) At the end of the ramp, a project plan will be developed based on what was learned to ensure alignment.

Kickoff workshop & stakeholder interviews:

• Purpose: Collect insights into existing or future-anticipated direct competitors and indirect competition (e.g., Alternative approaches, use existing tools, do nothing).  

• Review any existing competitive battle cards or enablement materials, if any.   

• Discuss existing win/loss/churn data to determine common themes.

• Collect feedback across product, sales, pre-sales, marketing, CX, and other relevant functions.

• Select the top 3-5 competitors to focus deeper dive research.

Deliverable:  Recommended competitive strategy

• Competitive battle cards for revenue/sales enablement.

• SWOT analysis for each competitor for product management and marketing teams.