Chapter Overview
The story is an integral part of your marketing efforts, the tip of the spear, telling the world who you are. But the problem isn’t that most companies don’t have one. The problem is that they have more than one. Marketing has its story. Sales has another story. Individual reps may even have their accounts. So a company should create a strategic vision capturing what it needs to communicate. With a story that is aligned, connected, and differentiating.
Getting Your Story Straight
Several years ago, a new client came to me with a familiar tale. They had tons of datasheets, they said. They had a website. They had some great customer testimonials. And they had multiple divisions, all working very diligently to ...
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