External Evaluation External evaluation of your strategic messaging can be done in two ways: 1) customer interviews; 2) with a survey. Surveys are quicker and easier, but interviews are more valuable. If your internal evaluation was enough to convince your team to review your messaging, you probably don’t need to do an external evaluation.
Internal Evaluation This quick, 20-minute exercise will help you understand how your own team talks about your company and product. Get all your sales reps, marketing, and product people (ideally, encourage all of your organization participate) in one conference room, and ask them to write answers to the following questions: