Developing a Marketing Messaging Framework and Process is Critical

I recently had an insightful discussion with a friend in marketing about the approval process for messaging. When asked how many people should be involved, my straightforward answer was: if they use it or can change it, they should be part of the cross-functional team that creates and approves it.?

Have you ever been part of a marketing team preparing to launch a product or event, only to have the messaging altered by leadership at the last minute??

This scenario often indicates that the right team wasn't assembled to develop, review, and approve the messaging. Here are some key elements for creating consistent messaging and engaging the necessary stakeholders in the process:

1. Define Ownership of Messaging: It may seem obvious, but not every organization designates marketing as the owner of messaging. While I believe marketing should own it, this isn't always within your control. Whoever owns the messaging must be accountable for the process, execution, output, and team involved. Ownership means responsibility for the final results. You can’t own messaging the output and then expect another team to own the execution.?

2. Assemble the Right Stakeholders: Build a team of appropriate stakeholders to create, review, and approve the messaging. Note the distinction between creation and review; not every stakeholder has the same responsibility. Sales, product teams, and leadership should be heavily involved. Ensure all key stakeholders are aligned by gathering them all together at the same time to agree on the overarching message. And yes, your CxOs and senior leadership teams should be involved or at a minimum aware and engaged.

3. Create a Messaging Source Document: If you don't have a messaging source document—your "bible of truth"—consistent messaging is unattainable. This document should be the definitive reference for everyone, ensuring uniformity in communication. Period. Point Blank. Full Stop. Exclamation Mark!

4. Establish a Cadence, Milestones, and Materials: Whether for a product, service, or event, establish a cadence for refreshing your messaging, aligning with new releases, key features, or new sales plays. Set milestones for feedback, input, and maintain a workback schedule to keep the process on track. A set of milestones and workback schedules ensure everyone is on the same page as to when stuff needs to get done.?

5. Over-communicate and Over-collaborate: It’s better for team members to feel over-informed than under-informed. Regular updates—weekly or monthly—are essential to keep everyone apprised of progress, bottlenecks, and achievements. These updates help maintain momentum and accountability within the team. Those pesky reports and updates are an amazing accountable tool to keep everyone including yourself accountable.

Building a messaging and positioning framework is crucial for any company aiming to stand out in a crowded market. This framework ensures your target audience understands your unique value proposition through consistent communication across all channels. The process is iterative, requiring a deep understanding of your audience, a clear articulation of your unique value, and the involvement of the right people. The process and the people involved matter.

Stay informed my friends.

@ChrisLCampbell