Ken Rutsky

There is art and science to messaging. Quantitative data AND qualitative input from the team is critical. You can't do this ina vacuum. There are in my mind 2 things, the story, and the value messages. The story is YOUR CUSTOMER'S story, how your offering TRANSFORMS their world, you are the magic, they are the hero. The value messages must articulate the value they recieve in trade for their time and money to acquire, deiploy and benefit from your offerring...

My short summary is that you need to align your STORY so that it is strategic and meaningful to the prospect and teaches them how you can transform their world. You do this by putting the buyer in the Hero's role, and your offering is a supporting but critical one. ONLY After that, you need VERY powerful value based messaging. Lasting, show me don't tell me, no more long form boring whitepapers!. This is a very different discussion if on the MACRO level, how I've answered it, or on the micro level, like an email title. They do eventually tie together though. Well, I could write a book about this, wait I did :), it's called Launching to Leading and it details what I call my Viewpoint story framework. Also, if this intrigues anyone, I'm having an August 14 storytelling hackathon in Mtn View.

Maybe this skills model will be helpful to you. I developed this in my coaching practice and use it for both CMOs to plan teams and ind. to plan careers. PMM lives at the bottom /right side of the diagram...Let me know if you'd like to discuss. To me you have to be well rounded not just in PMM but in all GTM to be a leader

In category creation it is critical to tell the story that matters....figure out the story and the category follows. Make the category the magic in your customer's hero's journey. Many say define the category then build the story, I say the opposite, tell the story and the category will emerge from it... https://kenrutsky.com/breakthrough-marketing/forget-the-silver-bullet-to-breakthrough-and-win-tell-your-golden-story/

Launching to Leading by Ken Rutsky (#shameless self promo, but it is good...) It provides a gameplan on how to build B2B messaging that is breakthrough, narrative driven and impactful. It leverages a proven storytelling framework, the Hero's Journey, but simplifies it and scales it to be relevant for this application.