Last updated on Jul 9, 2024

You're struggling to boost adoption rates. How can you align product messaging with sales team priorities?

When your product isn't being adopted as quickly as you'd like, it's crucial to examine how your product messaging aligns with your sales team's priorities. Product marketing is a strategic approach focused on delivering the right message to the right audience to increase product adoption rates. By synchronizing your messaging with what your sales team emphasizes during their pitches, you can ensure a consistent narrative that resonates with potential customers. This alignment not only clarifies the value proposition but also empowers the sales team with a unified front, smoothing the path for customer buy-in and boosting adoption rates.

1 Understand Needs

To align product messaging with sales priorities, you must first understand the needs and goals of your sales team. Engage in regular discussions with them to grasp the challenges they face and the questions they frequently encounter from prospects. This insight allows you to tailor your product messaging to address these specific concerns, ensuring that the sales team is equipped with relevant and compelling talking points that directly speak to customer pain points.

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stevenson s

Deputy Manager @ Genius Consultants Ltd || Workforce Solutions || Revenu Strategies || Sales & Marketing Keynote Speaker
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Align product messaging with sales team priorities by clearly defining and emphasizing key value propositions that address customer pain points. Collaborate closely with the sales team to incorporate their insights and feedback into refining the messaging strategy. Provide targeted sales training and resources that highlight the unique benefits and competitive advantages of the product. Continuously iterate on the messaging based on market feedback to optimize for boosting adoption rates effectively.

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Pavel Tkachyk

Sales & Marketing | Construction | Leadership | Innovation | Hilti
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As you reach out to sales teams, listen a lot, ask a lot of questions, and filter a lot. What I have observed is that people talk about the same underlying need in very different ways. Often, there are very few underlying needs shared by most of the team & a lot of superficial ones. Focus on the former.

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2 Craft Messaging

Once you understand the sales team's needs, craft messaging that supports their sales process. Focus on creating clear, benefit-driven statements that highlight how your product solves problems or adds value. Your messaging should be easily digestible and repeatable, allowing sales representatives to use it naturally in conversations. Consistency in messaging across all touchpoints reinforces the product's value and helps to build trust with potential customers.

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3 Train Sales Team

Training is essential for ensuring that your sales team can effectively communicate your product's value. Develop comprehensive training materials that include not only the key messaging but also context and scenarios where they can apply it. Role-playing exercises can be particularly beneficial, allowing sales reps to practice and refine their pitch in a supportive environment before engaging with real prospects.

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Kayla Lafi

Product Marketing Manager | 1x LinkedIn Top Voice | Responsible AI & Governance | Full Stack Marketing | Tech for Good Advocate | Building the first Celiac AI assistant
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Take the time needed to train your sales team on the product. As a PMM think of yourself as the lead advocate for value of the product. Develop training materials and workshops to go over the messaging. Encourage an open line of communication for your sales team to ask questions. You can't expect your sales team to just understand something by giving them a bunch of documentation. Be proactive and engaging

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4 Monitor Feedback

Monitoring feedback from the sales team is vital for continuous alignment. Encourage them to share their experiences and the reactions they receive when presenting your product messaging. This feedback loop will help you identify what resonates with customers and what might need tweaking. Adjust your messaging accordingly to ensure it remains effective and relevant to your target audience.

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5 Collaborate Regularly

Regular collaboration between product marketing and sales is key to maintaining alignment. Schedule frequent meetings to discuss strategy, share updates, and synchronize efforts. These sessions are an opportunity to reinforce the importance of consistent messaging and to ensure that both teams are working towards the same objectives. Collaboration fosters a sense of unity and purpose, which can be a powerful motivator for both teams.

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6 Refine Strategies

Finally, refining your strategies based on market response and sales outcomes is an ongoing process. As you gather more data on customer engagement and conversion rates, use this information to fine-tune your messaging and sales approaches. Continuous improvement will help keep your product messaging fresh and aligned with evolving sales priorities and market demands, ultimately enhancing adoption rates.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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You're struggling to boost adoption rates. How can you align product messaging with sales team priorities?

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2

3

4

5

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1 Understand Needs

2 Craft Messaging

3 Train Sales Team

4 Monitor Feedback

5 Collaborate Regularly

6 Refine Strategies

7 Here’s what else to consider

Product Marketing

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You're struggling to boost adoption rates. How can you align product messaging with sales team priorities?

1

2

3

4

5

6

7

1 Understand Needs

2 Craft Messaging

3 Train Sales Team

4 Monitor Feedback

5 Collaborate Regularly

6 Refine Strategies

7 Here’s what else to consider

Product Marketing

Rate this article

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