“He’s championing a movement, and I think the best leaders, I'm not even talking about marketers, I'm talking about CEOs, frame their companies this way.” - Andy Raskin Ep. #24
Here’s what’s on deck this week:
Meet Craig and Matt
What Craig’s Reading (x3)
Latest Episode: Pitching the Promised Land with Andy Raskin
Did someone forward you this newsletter? I’m sorry about that, but since you’re here you might as well subscribe…
Meet Craig and Matt
Craig is hosting a Lounge during Dreamforce and both guys will be there. It’s September 18 from 10-6. Transaction fans welcome! Register here!
What Craig’s Reading:
We have Jon Miller on a future episode, but in the meantime, read this work on LinkedIn. The Transaction was created to explore the new B2B GTM playbook. In this post, Jon tackles the issues with “traditional marketing automation”.
I am doing a re-read of Influence by Robert Cialdini. It was always one of my favorite books, but after 5+ people mentioned it over the last two weeks, I decided to re-read it. You should read it as well.
Latest Episode: Pitching the Promised Land with Andy Raskin
Trying to craft or revamp your company’s narrative? You definitely need to check out Andy’s episode!
Takeaways:
Emphasize understanding and communicating the significant shifts in the market.
Define the transition from the old way of doing things to the new, improved method. This helps in making the change more tangible and understandable for the audience.
Clearly describe the benefits or the "promised land" that will be achieved by adopting the new approach or mindset.
Ensure that the CEO or top leadership is deeply involved in crafting and telling the company’s story. This helps align the entire organization around a unified narrative.
Include insights from sales, marketing, product, and other relevant teams to enrich the narrative with diverse perspectives and validate its applicability across different functions.
Utilize the same narrative across various contexts like sales meetings, investor presentations, media interactions, and recruiting conversations to maintain consistency and reinforce the message.
Revisit and adjust the narrative as the company grows, especially when integrating new acquisitions or entering new markets. Ensure the core story remains relevant and compelling as the business landscape evolves.
Chapters:
00:00 - Welcome to Foster City
01:13 - Introducing Andy Raskin
02:02 - The Greatest Sales Deck Ever
04:43 - The Power of Movements in Business
17:59 - The Subscription Economy
23:07 - The Importance of CEO Involvement in Sales Decks
26:16 - Challenges in Replicating Founder's Passion
27:21 - Crafting a Compelling Narrative
27:59 - The Role of the CEO in Shaping the Narrative
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