By Laura Nurzynski
Group Vice President, Custom Solutions, IDC
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The notion that storytelling is an important part of the customer creation process is an increasingly popular one, as discussed here, here and here.
This begs a number of questions for marketing and sales enablement professionals looking to help their sales teams tell a good story: “How can I make our story compelling?” “How can I weave our core messaging into different stories suited to diverse buyers?” “How can I tell our story at different levels of detail suited to various communications streams?”