Teju Shyamsundar

The simplest and fastest way is to talk directly with your reps! Not sales managers but the reps that are actually having the daily conversations - ask them (this is from the lens of B2B/enterprise SaaS sales) - 1. what deck do you use for first calls? Second calls? (ask them to send it to you - is there messaging in that deck that didn't come directly from PMM but is still working? Or is there messaging in that deck that doesn't align with the company's strategy) other than that - 2. check your conversion numbers for first call to second call, second to third call, and later. If first to second call numbers are solid, your initial pitch is probably fine. But if you're having trouble closing deals once they get into later stages, you may need to look at things like use case messaging - do you have content that really showcases your key use cases? Do you have strong competitive content? 3. invest in tools like Gong that allow you to listen to calls directly - you probably won't have time to join every customer call, but listening to calls will help you understand whether or not your messaging aligns with the words of the customer. 

It’s tough to describe how you approach messaging and positioning without showcasing past work. I’d try to show real examples, even things you may feel are smaller projects. For example, web pages you’ve put together, datasheets, customer stories, videos, sales enablement material are all great options. While interviewing it’s generally assumed that the company you’re interviewing with isn’t going to share internal only docs that you send them for references, but if you’re worried about it, you can always remove anything that could be considered confidential/anonymize things like customer names. If you’re really not able to provide any work samples, I’d suggest 1)being proactive and putting together one or two content pieces that showcase your writing that you use specifically for interviews and/or 2)gathering very strong metrics around the impact of the work you have done - like increase in product adoption, pipeline generated from a product launch, revenue impact on the product you focus on etc.

the simplest answer - Positioning - where you sit in the market relative to competitors and adjacent tech. I.e. what does your company actually do. Messaging - why you’re different. I.e. why customers should care about what you’re doing. Of course there are nuances that fall under each of these. For example, positioning also includes category creation and how analysts view your company. Messaging includes business value metrics, key features.

All my experience is in enterprise SaaS (B2B/B2E), and in that context, OOH typically means billboards, digital ads, transportation ads etc. you’ll always get varying schools of thought on the effectiveness of OOH, but IMO if you need brand awareness, this is a great way to do it. I’d imagine it’s similar for B2C.