The best sales decks and pitches are not about selling features or even benefits.
They're about showing the prospect the old game that they are playing + the pain, negative consequences and missed opportunities that result from that.
Then, shifting to a conversation about:
1) How the game has changed
2) Who the winners and losers of the new game will be
3) How they can win the new game
4) How you help your customers win the new game
Straight out of Andy Raskin's framework.
Building a narrative framework like this requires deeply understanding your customer's world so that you can tell the right story.
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