When market feedback indicated that the company's "composable customer success" messaging that pre-dated my joining the team was not landing well with prospects, I led a day-long workshop with Totango's CEO, CMO, CRO, SVP of Product, and Director of Product. Together, we defined the true value and benefit of our product and translated that into a tagline. We also outlined key capabilities and which proprietary and named features we wanted to retain in order to set ourselves apart in the category. From there, I developed a full messaging framework to position as a leader in enterprise customer success software and prepared a project plan to "reboot" messaging across all channels, including the sales pitch deck and website.