Teams are awesome. This is the first thing we need to establish. There are few greater feelings than being on a team that's firing on all cylinders. The day-to-day grind becomes invigorating, and the results become inspiring.
Collaborate with the Product Team
The product team will be your best ally in building the right positioning for your product. They are in touch with the voice of the customer, and they know what data is available to help you better position your product. The more you collaborate with them and allow them to contribute their insights into how consumers perceive your offering, the more likely you'll be able to create authentic messaging that resonates with them.
The product team should also work side-by-side with you to develop marketing collaterals like sales battlecards or landing pages—they can provide valuable feedback on these marketing pieces and any other deliverables that need to be created so that they align better with positioning.
Establish Connections with Sales and Customer Support
As you move closer to the end of your product life cycle, it's important to remember that sales and customer support are your customers' first line of defense. As such, they're often the first people to hear about problems with your product, and they'll also be among the first to hear about any new features or products that come out.
You can use this information to your advantage by having open lines of communication between these teams so they can pass along feedback from their customers directly back into development. Encouraging feedback from those who are closest to the customer base is an excellent way of ensuring that you're building what people want—and if something goes wrong with a feature or product, it's even more critical for them to have access to those who know how their customers use it every day.
Build and Maintain Relationships with Customer Success
Customer success is an integral part of product marketing, and you cannot achieve your company's goals without customer success.
"Customer success (CS) is a vital component of the sales and marketing mix, if not the most important one," says Paul Greenberg, CEO of UserVoice, "because it can help you generate revenue faster than any other function."
While CS teams are often viewed as overhead costs, they directly impact revenue generation by making sure customers get value from your products and services. This makes them key product marketing team members who need to be included in discussions about positioning strategies.
Work Across Marketing Functions
Marketing is a team sport. It's not just one person playing the game—everyone has to work together to win.
You need to communicate with other departments to ensure everyone is on the same page. If you're working on product development and want to add new features, but marketing isn't aware of this change yet, you could end up having a disjointed and non-coherent narrative of your product.
Teamwork can help you position your product.
You might be the only person on your team, or you might have an entire staff of employees and contractors working for you. Regardless of how much help you have in marketing, product positioning is essential for any successful business.
Teamwork can help you get your message out to the right people at the right time—and it can do so much more effectively than trying to do it all yourself.
If you're a one-person operation, consider hiring someone who is good at writing copy and has experience with social media marketing and other aspects of digital marketing. If there's more than one person involved in creating content for your site (or if there's another division within the company that handles this), then having everyone come together during brainstorming sessions will encourage them all to contribute ideas while also ensuring they're aligned with each other's approach and vision for the website.
If you're doing the work yourself, team up with different departments at your company. If you're working with an external agency, try to involve them in your process as much as possible so they can learn what makes your product tick. The more you can cultivate a sense of teamwork and shared vision, the better off your positioning will be.