ATL vs BTL Messaging Framework

Above-the-Line (ATL) - VPs, C-Level, Directors

Mindset:

• Think past and future (strategic)
• Want validation, not problems solved
• Care about big picture, not daily operations

What They Care About:

• Revenue impact
• Risk reduction
• Strategic initiatives
• Competitive positioning
• Board/investor optics

Message Length: 2-3 sentences only