Master Company-Wide Messaging Like A Founding PMM

Episode notes

If you’ve ever sat in a meeting where sales, marketing, and product all describe the same thing in totally different language, you’ll recognise this one. Leadership keeps asking, “So how is this different from the other offering again?”, and somehow everyone still thinks they’re aligned. The fallout rarely looks like a “messaging problem” either. It shows up as slow sales cycles, confused positioning, weak cross-sell, campaigns that don’t convert, and a website that feels like five companies stitched together. In this episode, I’m joined by Kevin Chan, Head of Product Marketing at Fleetio, who’s known for getting company-wide messaging alignment to actually stick. We talk about what it really takes to fix fragmented messaging, starting with the unsexy part most teams skip: stakeholder readiness, trust, and the history of past “messaging refreshes” that went nowhere. From there, Kevin shares how he anchored the work in voice-of-customer insight and brought the right people into the process so the language could hold up across teams.

Related episodes across the Index

Other episodes covering the same guests and topics, from across The B2B Podcast Index.

• Pipeline Gives Permission to Invest Big on Brand with Jennifer JohnsonThe B2B CMO Podcast with Jon Miller and Sydney Sloan · on product marketing74 / 100
• S2E3: Navigating the Intersection of Product and Marketing with Austin FullerProductly Speaking: Real Stories for Product Managers · on product marketing65 / 100
• Episode 86: Giovanni Benini, Co-Founder at Global Telco Consult (GTC)Humans of Telecom · on Messaging58 / 100
• #238: The Importance of Career ExperimentsMBA Insider · on product marketing38 / 100
• 5 Principles to Make Your Tech Product Hard to Ignore and Easy to TrustProduct Management Tech Brief By HackerNoon · on product marketing
• How Slack Built Its Enterprise Moat Through Notification PsychologyProduct Marketing with Fexingo · on product marketing

• Drive Impact Through Systems Like an AI-First PMM87 / 100
• Master Your Up-Market Strategy Like A Unify PMM86 / 100
• Claude Code Your Next Launch Like A Vivun PMM68 / 100
• Go Bold with Competition Like a Sybill PMM82 / 100
• Know the "So What" Like a Digital Science PMM63 / 100