Marketing works with the organization to create and communicate a message map.
The message map defines the key messages that are used to communicate the company’s value proposition to each constituent in the sales process.
The message map is also called the marketing umbrella—it is important that everyone in the organization remain under the umbrella in their communications so you don’t have anyone standing in the rain (being off message). When the message map is not followed the resulting confusion can hurt the organization’s success.
The message map is a living document and should be updated quarterly.