Who should own the creation and maintenance of Talking Points?

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Ami Arad
Ami Arad Posts: 79 6senser
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Product Marketing, that's who! Here's why:

  • Product Marketing is the tip of the spear when it comes to messaging, positioning, differentiation, understanding personas, and vertical marketing. Who better to condense all that knowledge into brief talking points that can be quickly referenced by sellers when looking at an account's details.
  • The rest of Marketing has plenty of other stuff to do within 6sense. Demand Gen is working on segments and campaigns, Digital is working on ads and the website, and Field Marketing is working on events. Product Marketing likely has a very tangential role in those activities --if they're involved at all-- such that they can focus on developing basic talking points.
  • If you don't have a Product Marketing organization...you should consider it! As a Product Marketer, I can tell you it's great, and essential. But if you don't have Product Marketers, consider Sales Enablement as an alternative. They, too, should be experts in messaging, positioning, competitive differentiation, etc. Ideally, they are laser-focused on driving adoption of 6sense and don't also have to add Talking Points to their plate, but if Product Marketing doesn't exist, that's next best.
  • As a last resort, you can work with a small team of salespeople on them. If you're asking some of your best, they'll know what messaging resonates with prospects, and they should have insights at a persona-level. While it may be tempting to go to Sales first, let them sell; they already have plenty that takes them away from revenue-generating activities. Never a bad idea to have them review Talking Points before you lock them in, but don't put their creation on them.

Cool, now I gotta get back to writing 6sense's Talking Points...

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