Brand and narrative

The founder story as a GTM asset, a point of view that sells, and earning trust selling from India to the world.

All Breaking into GTM Doing the work Leading a GTM team How the best do it

All India Global

Everyone Founder doing GTM Founding AE SDR or BDR Growth and demand gen Product marketer RevOps Sales leader Agency or consultant

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What is a strategic narrative and how is it different from our pitch deck? A pitch deck is about you, a strategic narrative is about a change happening in the world that your buyer is living through. The structure Andy Ras... Breaking into GTM 3 resources → What is the difference between brand and demand, in plain terms? Demand capture reaches the small number of people shopping right now, brand building reaches the far larger number who will shop later. The Ehrenbe... Breaking into GTM 3 resources → How do I turn a point of view into content that actually helps sales close deals? 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, ... Doing the work 4 resources → Our content gets likes but no pipeline. What do I change? Usually you are reaching the right volume of the wrong people, or the right people with content that never mentions a buying situation. Check who i... Doing the work 4 resources → How do I keep the founder's voice in content once I am the one writing it? Stop writing drafts for them to approve and start transcribing them instead. Book a recurring thirty minute call, ask three sharp questions, record... Doing the work 3 resources → How do I build a narrative the whole company tells the same way? Write one narrative, not a messaging document, and make the sales deck the artifact that carries it, because long messaging docs get filed and neve... Leading a GTM team 4 resources → What does world class thought leadership actually look like, concretely? It looks like proprietary evidence attached to an argument someone could disagree with, published on a rhythm the company can hold for years. Gong ... How the best do it 4 resources → How do the best companies use founder story as a durable moat rather than a launch stunt? They tell the same story for a decade and let the company's behaviour keep proving it. Vembu has said the same thing about rootedness and localism ... How the best do it 5 resources →

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