Troupe

Managing a messaging process when you're in a Regulated industry adds complexity to the mix -- but in my conversation with PMM leader Hannah Pickering of HealthEquity for Troupe's latest SAID DIFFERENTLY podcast episode, she sees "guardrails" where others may see constraints. I loved hearing from Hannah about how this creatively challenges her and the messaging effort as a whole, especially since many of these industry segments involve a B2B2C motion, adding even more complexity. In this clip from the episode, Hannah also talks about the importance of finding the right balance between technical and "compliant" messaging accuracy while keeping it relatable to the audience. She hits on gathering input from SMEs (subject matter experts) early but also translating that for the buying personas. Catch the full episode here and on all major podcasting platforms: https://lnkd.in/errYJgv5

Common scenario: Marketing, specifically Product Marketing, is asked to lead the launch of an upcoming product release. Yay! But wait, don't celebrate this inclusion just yet... Product Marketing is supposed to be an expert in your market and your buyer, but is being asked to direct the show but not to help shape the script. It's time for PMMs to "shift left" ⬅️ says Tom Crist of Fluvio as I talk with him in the latest episode drop of SAID DIFFERENTLY by Troupe. He talks about Fluvio's latest report: "The PMM Revenue Gap: Why Product Marketing if Often Measured Too Late to Matter" and the opportunity when they are focused more on strategy vs. deliverables. (link to report in comments) Catch this clip as he highlights this point, and watch the full episode here: https://lnkd.in/e8yQMxhC

Do you need to have a "Chief Storyteller?" With a lot of buzz around this job title that was accelerated with a WSJ article in Dec 2025, we give it a solid discussion in Troupe's new episode of SAID DIFFERENTLY -- featuring guest Elliott Rayner who is Fractional Head of Storytelling for OWOW. We cover some great territory, like: - What even is this role, what are the responsibilities? - How is it measured? - Is it its own function or should it live in an existing role? - Will it stick around? Thank you Elliott for a great discussion! In this clip, he talks about what the role is NOT (creating stories) but instead needs to focus on alignment and consistency. See comments for link to the full 28-minute episode. #messaging #storytelling #cmo #marketing #productmarketing

Messaging for a company starts on day 1... but messaging should never take a back seat to product as you go after your first 10, 50, or even 100 customers. I loved this conversation focus with my former colleague (and still friend) Deirdre Mahon. We're both now working at startup studios (she at super{set}, me at 24 and Up) advising founding teams on their GTM and messaging strategy. My interview with her for Troupe's podcast SAID DIFFERENTLY is now out: "Messaging at the Early Stages - Lessons from and for Startups." Wooo, weeee, we covered a lot of ground, especially around how to know when messaging is an issue in getting early market traction. One of my favorite bits in the conversation is the topic of Category Creation -- the allure and the risks. We both have strong opinions on this, and Deirdre makes excellent points around "timing" being critical here (see this clip). Watch the full 30-min episode: https://lnkd.in/eKGv5_nY Also available on all major podcasting platforms.

We recently collaborated with Austin Webb, CEO at Troupe. In this episode, recorded at a recent Product Marketing Alliance Summit, we discuss why positioning can outperform product and more. Austin shares a hard truth many CEOs learn too late: the best product does not always win. The story does. The companies that win are the ones that understand what messaging moves deals, clears objections, and drives real revenue outcomes. This is where most leaders struggle. They build great products but lack the insight into what is actually resonating in the market. In my experience, the breakthrough comes from alignment. When sales, marketing, and customer success share real feedback and trust each other, messaging sharpens fast. That is how you turn ideas into growth. For CEOs thinking about writing a book, this matters. Your book is not just content. It is positioning at scale. I dive deeper into this concept of cross-functional collaboration on page 190 of my bestselling business book Product Marketing Wisdom, which just completed 62 weeks on the Amazon bestseller list. Check it out at: https://lnkd.in/eaa5Zfdp If you know someone who wants to write a bestselling business book (the gold standard of thought leadership!) with our done-for-you service (only pay per week that your book achieves Amazon bestseller status) message me! #CEO #ThoughtLeadership #ProductMarketing #Branding #B2BMarketing #Founders