Thanks for this question! We're actually quite a lean team here so this has been more organic than it might be at bigger companies. For example with our fundraising video, John wrote a draft script, I edited it with him until it was final, Jake and John ran the video production based on that. I did the voiceover. Once they were done managing the post-production process with editors and animators, I was involved in the review process. And then we shipped! It's an example of something where I wasn't the DRI but it all revolved around three core people at the company.
For some other pieces (for example, the piece I wrote on GTM engineering or GTM Alpha for our substack), I pretty much operated solo. I did some interviews with people on our team to understand what analogy/thesis I wanted to put forth, then I wrote it, then I sent it to a bunch of people at the company and also our customers, and iterated based on that.
Where there is more cross-functional management is in big projects like communicating a pricing announcement or fundraising announcements, especially in the past, when we made heavy efforts on gifting and events. But it all came down to having a core thesis document that laid out the main statement that we were trying to make. Even for a fundraiser announcement that involves 20 people, you can get a lot of alignment with a clearly written outline or blog.
