The document discusses how storytelling is key to the relationship between sales and marketing. It argues that an effective story follows a basic structure with a protagonist who wants something, an antagonist that poses a challenge, and a resolution where the protagonist overcomes the challenge. It then draws parallels between these story elements and how sales and marketing can use them to communicate value to customers by making the customer the protagonist and articulating how the company's product or service helps them overcome challenges. The document concludes by emphasizing the importance of putting content first and ensuring the right message reaches the intended audience.

1. Storytelling is the Secret to the
Sales and Marketing Relationship
Robert Wallace
09.30.15
robert.wallace@tallwave.com
@robertawallace

2. 2
Protagonist Protagonist wants something
badly
Antagonist poses Challenge
to achieve it
Protagonist overcomes
Challenge
Resolution

3. 3
Good Fortune
Beginning End
Ill Fortune
Guy in hole
Guy gets girl
Guy on journey

4. 4
What’s this have to do with Sales and
Marketing?

5. 5
“Sell more stuff to more people for more money
more efficiently.” - Sergio Zyman, former CMO,
Coca-Cola
Definition of Marketing

6. 6
The success of a story is dependent on
the an individual's ability to tell it...

7. 7
...and the receiver's ability to see the
value in the message as it applies to
their needs.

8. 8

9. 9
Put content first.

10. 10
Ensure the right message reaches the
right members of the audience.
Numbers GuyVision GalDecision Dude

11. 11
Use premise to communicate
your business purpose.

12. 12
Sales & Marketing Speak:
Create an emotional connection

13. Make your hero (hint,
hint...it’s your customer)
the center of the story.

14. Sales & Marketing Speak:
Align buying vision

15. Communicate how you
help the hero overcome
the challenge.

16. Sales & Marketing Speak:
Articulate your value proposition, unique
benefit, and differentiation

17. Illustrate a resolution
that satisfies your
customers.

18. Sales & Marketing Speak:
More aligning of buying vision

19. 19

20. Thank you!
robert.wallace@tallwave.com
@robertawallace