Created by:
Amelia Wilson
Crafting strong positioning and messaging is just the beginning. The real challenge? Getting your teams – sales, product, customer success, marketing, and leadership – to actually use it. Without a structured rollout, your hard work risks getting lost in a sea of competing priorities.
This positioning and messaging rollout checklist gives you a step-by-step guide to equip key teams, drive adoption, and reinforce your messaging – so it doesn’t just live in a document but becomes part of how your company communicates and sells.
What is a positioning and messaging rollout checklist?
Think of this checklist as your playbook for sharing new messaging with stakeholders across your company. It helps you systematically train teams, provide the right assets, and reinforce key messages so your positioning isn’t just understood – it’s put into action.
This checklist includes:
- How to make messaging digestible and easy to find
- What assets to create for different teams (sales decks, battlecards, onboarding scripts, etc.)
- How to train teams and drive adoption
- Ways to measure success and refine based on feedback
Whether you’re launching brand-new positioning or refining your existing messaging, this checklist will keep your rollout structured and effective.
Who is it for?
This checklist is designed for product marketers who want to make sure their positioning and messaging actually get used across the business. It’s especially useful if you’re:
💡 A mid-level PMM managing product launches and positioning updates
💡 A solo PMM wearing multiple hats and needing a structured way to drive alignment
💡 Part of a growing PMM team looking to scale enablement across functions
If you’ve ever spent weeks refining messaging only to see it gather dust in a Google Doc, this checklist is for you.
How to use this template
This checklist is designed to cover all the bases, but not every company, team, or launch will need every step. Instead of treating it as a rigid process, adapt it to your team’s needs and resources.
✨ Cherry-pick the most relevant steps for your business size and PMM bandwidth
✨ Use it as a reference guide to ensure you’re not missing key enablement moments
✨ Make it your own by adding company-specific details, tools, and timelines
Download your positioning and messaging rollout checklist
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