Sometimes, you just have to net it out! After nearly 14 years as a GTM messaging advisor, this is one of those times. The other week, a client looked at my Messaging Hierarchy and asked, “what are the message deliverables out of this project?” a question I get a lot. And then I realized I had never mapped deliverables to my 4 M Model of “Method, Money, Magic, Mythos”. So I did it and here it is:
At each layer of the model, I’ve listed the core deliverables that any B2B product marketing team eventually needs to drive go to market success. Some, the the Viewpoint Story and the Value Messaging Palette are in my mind, first priority. If I do I great job with these, many of the rest are by-products and/or derivatives of these. And remember, we are still at the “scripting” level of work, we still have to make the Go To Market “Movies”. But remember, just like without a great script, the right audience focus, the right stage design, and the right costume and make-up designs, the movie will probably stink, without these foundational deliverables your demand gen, content marketing, website and other content will be weak, inconsistent and ineffective.
In future blogs I plan on discussing each layer in detail, it’s importance, the related foundational deliverables and their roles in driving customer facing deliverables. But for now, here you have it, everything I’ve ever learned in one model!
I am working on positioning EV Charger reliability, including Cybersecurity. They are smart IoT devices. They will be installed everywhere globally. Some home chargers have a Raspberry PI in them. How do you present a holistic solution without appearing like a Swiss Army knife, meaning your everything to everybody. Happy Holidays my friend. Going to reread your book again.
Focus on the big problem for the economic buyer, then build the journey around that!