# Highspot Brand Voice

> Highspot is an authoritative, action-oriented partner that speaks with the clarity of data and the confidence of a market leader.

## Positioning
Highspot is a unified, agentic GTM platform that integrates content, training, and coaching to drive growth. It is built for Go-to-Market (GTM) teams, specifically sales, marketing, and enablement leaders who need to turn signals into measurable business outcomes.

## Voice principles
*   **Authoritative:** Uses declarative statements and industry-standard terminology to establish leadership and expertise.
*   **Action-Oriented:** Focuses on movement and results, using verbs like drive, power, guide, and transform.
*   **Unified:** Emphasizes the connection between disparate parts (content, training, coaching) to present a holistic solution.
*   **Strategic:** Positions software not just as a tool, but as a "teammate" or "partner" that provides insight rather than just automation.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and competitive: focuses on being "#1" and driving growth. |
| Product Features | Practical and seamless: emphasizes how AI fits into existing workflows. |
| Customer Success | Proof-based and transformative: uses metrics to validate impact. |
| Support & Services | Collaborative and reliable: positions support as a "strategic asset" rather than a safety net. |
| Pricing | Direct and empowering: focuses on choosing the right plan to "equip and engage." |

## Lexicon
- **Use:** Agentic, GTM motion, unified, insight, drive growth, seamless, deal-ready, behavior change, measurable outcomes, empower, strategic asset.
- **Avoid:** Noise, stale assets, safety net (when referring to support), "just a platform."

## Messaging do's and don'ts
*   **Do:** Connect every AI action to a specific business insight or outcome.
*   **Do:** Use sports and team metaphors (e.g., "Revenue is a team sport," "AI teammate").
*   **Do:** Highlight the "unified" nature of the platform to contrast against fragmented tools.
*   **Don't:** Focus on automation for its own sake; always tie it back to "governance" or "reinforcing skills."
*   **Don't:** Use passive language; describe the AI as an active participant that "knows what works."
*   **Don't:** Speak about support as a reactive function; frame it as proactive acceleration.

## Evidence
- "Drive growth with #1 agentic platform for GTM teams."
- "Smart action starts with better insight."
- "Revenue is a team sport, empower every player."
- "Support isn’t a safety net. It’s a strategic asset."
- "Highspot is the agentic platform that turns GTM signals into role-specific actions."