This is all about the point which triggered your prospect/lead to call you, engage, contact your team or move forward on the deal. When you build the PoT, it should be connected to the features and the solutions you provide. You can have multi-PoT (Point of Trigger) for a feature or solution, and they can be aimed per verticals or segments. PoT can be changed on a quarterly or yearly biases and of course in a crisis or big change in your market (such as COVID19).

Hence, when you build the PoT align that with all the other departments of the company and it should be reflected across all channels.