Ensuring Accurate Product Marketing Messaging

One of the drawbacks of LinkedIn’s collaborative articles is that the answers end up in a difficult-to-access place.

So I’m repurposing my recent answer to an article on ensuring accurate messaging. My original answer is buried within https://www.linkedin.com/advice/3/sales-promoting-misleading-product-claims-how-hpzxf?contributionUrn=urn%3Ali%3Acomment%3A%28articleSegment%3A%28urn%3Ali%3AlinkedInArticle%3A7277750320556855296%2C7277750322389807104%29%2C7291507111144919040%29&dashContributionUrn=urn%3Ali%3Afsd_comment%3A%287291507111144919040%2Curn%3Ali%3AarticleSegment%3A%28urn%3Ali%3AlinkedInArticle%3A7277750320556855296%2C7277750322389807104%29%29&articleSegmentUrn=urn%3Ali%3AarticleSegment%3A%28urn%3Ali%3AlinkedInArticle%3A7277750320556855296%2C7277750322389807104%29 (told you it was difficult to access).

1. First, create the correct messaging, both internal and external. If Sales has no material, they’re going to say whatever they want.
2. Second, get executive buy in on the messaging. And make sure they’ve bought in. One of my projects was doomed when I received no response, then kinda sorta got an OK, then later got a “why are we doing this?”
3. Third, communicate the messaging. That’s why you need the internal part.
4. Fourth, enforce the messaging.