Your company's STORY is your STRATEGY

The company's story is the company's strategy. And often in the demand infrastructure, I often find that the message, the narrative is the least optimized piece of what's going on there. And I've yet to see a marketing function that doesn't have a tightly defined market, that has a tightly defined market and has a message that matters, where the tactics and channels don't just look after themselves. If you've got those two things right, anything works. Steak dinners work, running an event in Vermont works, you know, sending people gifts work, running webinars work. But if you don't have those two right, then nothing works.

Oh, man, I love that. It's so true. But it's so easy to be like, well, everybody know knows about story and positioning. It's got to be something else. It's got to be like the targeting on our ABM campaign. And it's like, no, the clearer we can get defined on the story, on the niche, on the who we're selling to. And lately I've been talking to a lot of startup founders and marketers who work at less established companies. And I think, especially with the rise of AI, you know what the number one challenge right now I think, in marketing is? It's differentiation.