Stacking Growth | The B2B Marketing Podcast
Crafting a Compelling Strategic Narrative | Matthew Sciannella with MJ Smith
Jun 3, 2024
MJ Smith, CMO at CoLab, shares insights on updating a company's strategic narrative to align with market changes and internal innovations. She emphasizes the importance of integrating leadership ideas with customer feedback to create a cohesive message that resonates with sales teams and top prospects. The narrative reflects the link between engineering and manufacturing success, showing the impact of a well-crafted narrative on product quality and team alignment.
44:58
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Quick takeaways
- Updating a company's strategic narrative is crucial to align with market changes and internal innovations.
- Crafting a compelling strategic narrative involves integrating leadership ideas with customer feedback to resonate with decision-makers.
Deep dives
The Importance of Revisiting the Strategic Narrative for Collab
Revisiting the strategic narrative for Collab was motivated by the necessity to clarify positioning and enhance market impact. The initial narrative focused on use cases and practical applications but needed refinement to distinguish Collab from product lifecycle management software. Engaging high-level executives highlighted the need for a more compelling and in-depth messaging approach. The revised narrative aimed to connect executive-level goals with market shifts and technology specifics to resonate with decision-makers.
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