Today's guests wrote The Greatest Sales Deck I’ve Ever Seen, one of the most famous blog posts in the history of B2B go-to-market and has worked with some of the largest B2B SaaS companies on the planet. Special guest Andy Raskin joins Host Craig Rosenberg to discuss the power of strategic narratives and how to create a movement around your company. Andy shares the importance of shifting from an "arrogant doctor" approach to messaging to a strategic narrative that sparks a movement of dire importance. Additionally, Host Matt Amundson explains how a veteran CMO thinks about storytelling and Craig shares his experience with first using ChatGPT recently.

Also, Craig shares why you need to know your audience your when pitching a Narcos rewatch, Matt shows off his great view, and Judd put serving customers ahead of this recording.

Chapters:

00:00 - Craig doesn’t know how to start the show
01:20 - A Silicon Valley veteran CMO’s approach to Messaging
08:05 - Craig wrestles with Category Design
12:27 - Do kids sit in first class on planes?
15:17 - Recounting Craig’s first foray into using ChatGPT
18:41 - Introducing special guest Andy Raskin
27:10 - Is it better to create a category or spark a movement?
34:31 - Key prinicples for defining a movement
39:51 - Using a Strategic Narrative to sell higher in an organization
46:57 - The impact of the Strategic Narrative beyond Sales and marketing

Quote of the Show:

“The building of this narrative is not just a go-to-market thing, but a company thing, a CEO thing. The go-tomarket team, of course, has a huge role to play here, but it's not just them.” - Andy Raskin

Sponsor:

Ringmaster Conversational Marketing - GTM Unfiltered is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/

Connect with Andy:

LinkedIn: https://www.linkedin.com/in/andyraskin/
Website: https://andyraskin.com/
Twitter: https://twitter.com/araskin
Medium: https://raskin.medium.com/

Shoutouts:

Marc Benioff: https://www.linkedin.com/in/marcbenioff/
Amit Bendov: https://www.linkedin.com/in/amitbendov/
Kelly Watkins: https://www.linkedin.com/in/kcwatkins/
Tien Tzou: https://www.linkedin.com/in/tientzuo/
Salesforce
Gong
Zuora

Resources Mentioned:

The Greatest Sales Deck I’ve Ever Seen: https://medium.com/the-mission/the-greatest-sales-deck-ive-ever-seen-4f4ef3391ba0
Goodbye Product. Hello Movement.:https://medium.com/firm-narrative/goodbye-product-hello-movement-b06df08e02b8

Follow the Show:

Judd’s LinkedIn: https://www.linkedin.com/in/juddborakove/
Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/
Matt’s Linkedin: https://www.linkedin.com/in/matt-amundson-91657236/
GTM Unfiltered LinkedIn: https://www.linkedin.com/company/gtm-unfiltered/
GTM Unfiltered Website: https://www.gtmunfiltered.com/

Ways to tune in:

Spotify: https://open.spotify.com/show/6n6ElND3FF2wjf11gWGjFn
Apple Podcasts: https://podcasts.apple.com/us/podcast/gtm-unfiltered/id1708470602
Podchaser: https://www.podchaser.com/podcasts/gtm-unfiltered-5480709
YouTube: https://www.youtube.com/channel/UCcjySadNUx9DS6RsHJaEWjg
Transistor: https://www.gtmunfiltered.com/episodes/welcome-to-gtm-unfiltered
Amazon Music: https://music.amazon.com/podcasts/a4ac6781-0f62-40c7-bef3-40e37c1e824f/gtm-unfiltered

GTM Unfiltered is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/

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