← Enterprise Storytelling
03 / 06 • Client map
Product Marketing
Own the meaning system, not the collateral queue.
The tension
What breaks
- Positioning lives in documents but does not survive contact with sales, product or leadership.
- Launch assets are created independently and drift in language.
- PMM is pulled downstream into decks, briefs and campaigns before narrative decisions are settled.
The answer
What they need
- A messaging system that becomes the source of truth.
- A portfolio story that connects product-level narratives without flattening them.
- A repeatable way to turn positioning into launch, field and buyer experiences.
High-value artifacts
- Messaging house
- Positioning frameworks
- Golden-thread narrative
- Audience message maps
- Product / solution briefs
- Launch narrative kits
- Website and campaign storylines
- Competitive narrative and differentiation
- Messaging governance guide
Success looks like
PMM becomes the steward of a living narrative system that every other function can deploy with confidence.