Write for the moment in the deal where a rep gets stuck, not for the top of the funnel in general. Ask your AEs which three objections kill deals, then publish the piece that answers each one properly, with data or a customer story rather than an assertion, and make sure it takes a real position that a competitor would disagree with. A point of view is only a point of view if someone credible could argue the opposite. Then measure it the honest way: is this asset being sent into live deals, and do the deals it touches move faster.
4 hand-picked resources, 4 link-checked. Pick how you want to dig in.
Why we picked it Pierri has done this on hundreds of early stage homepages, so the advice is unusually concrete: say when someone would use the product, not just the outcome. Good antidote to abstract category language.
On Exit Five by Dave Gerhardt with Anthony Pierri 53 min
Open exitfive.com →Why we picked it Raskin explains why a narrative is a leadership artifact, not a marketing one, and why sales teams tell a bad story when the CEO never gave them a good one. The long form version of the sales deck essay.
On Lenny's Podcast by Lenny Rachitsky 1 hr 15 min
Why we picked it The five part narrative structure (name the shift, name winners and losers, show the promised land, position capabilities as magic, prove it) that most modern B2B decks are downstream of. Concrete enough to rebuild your deck from in an afternoon.
From Mission.org by Andy Raskin 11 min read
Open medium.com →Why we picked it The company's own account of why it moved from conversation intelligence to revenue intelligence, including the buyer problem that forced the rename. This is the primary source on the most copied category play of the last decade.
From Gong by Jonathan Costet 10 min read
Open gong.io →How brand and narrative reads from a different seat.
The same ground, over in Brand, web & content, our Starting Up track.
The same ground, over in Find your idea & build the brand, our D2C track.
