The Transaction

Today Craig and Matt welcome guest Andy Raskin, a renowned figure in the B2B space. The discussion revolves around the importance of creating impactful sales narratives. They discuss the structure and strategy behind compelling sales decks, leaning on examples like the famous Zuora deck. Andy shares insights on transitioning from founder-led sales pitches to scalable narratives and emphasizes the significance of CEO involvement in crafting these stories. The conversation also explores how narratives can frame market changes and embody a movement, making them more relatable and engaging for diverse audiences. 

Takeaways:
  • Emphasize understanding and communicating the significant shifts in the market. 
  • Define the transition from the old way of doing things to the new, improved method. This helps in making the change more tangible and understandable for the audience.
  • Clearly describe the benefits or the "promised land" that will be achieved by adopting the new approach or mindset.
  • Ensure that the CEO or top leadership is deeply involved in crafting and telling the company’s story. This helps align the entire organization around a unified narrative.
  • Include insights from sales, marketing, product, and other relevant teams to enrich the narrative with diverse perspectives and validate its applicability across different functions.
  • Utilize the same narrative across various contexts like sales meetings, investor presentations, media interactions, and recruiting conversations to maintain consistency and reinforce the message.
  • Revisit and adjust the narrative as the company grows, especially when integrating new acquisitions or entering new markets. Ensure the core story remains relevant and compelling as the business landscape evolves.
Chapters:
  • 00:00 - Welcome to Foster City
  • 01:13 - Introducing Andy Raskin
  • 02:02 - The Greatest Sales Deck Ever
  • 04:43 - The Power of Movements in Business
  • 17:59 - The Subscription Economy
  • 23:07 - The Importance of CEO Involvement in Sales Decks
  • 26:16 - Challenges in Replicating Founder's Passion
  • 27:21 - Crafting a Compelling Narrative
  • 27:59 - The Role of the CEO in Shaping the Narrative
  • 29:27 - Key Points in a Company's Growth
  • 31:29 - Teasing the Promised Land
  • 36:00 - Identifying and Overcoming Obstacles
  • 43:51 - The Power of a Unique Story
  • 48:02 - Final Thoughts and Closing Remarks
Quote of the Show:
  • “He’s championing a movement, and I think the best leaders, I'm not even talking about marketers, I'm talking about CEOs, frame their companies this way.” - Andy Raskin
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Creators & Guests

Host
Craig Rosenberg
I help b2b companies grow revenue by enabling GTM excellence. Chief Platform Officer at Scale Venture Partners
Host
Matt Amundson
CMO, Advisor, Data-Driven Revenue Leader. Chief Marketing Officer of Census
Producer
Rayanne Pruitt

What is The Transaction?

Welcome to The Transaction. The #1 Go-To-Market podcast on the planet.

Hosts Craig Rosenberg and Matt Amundson, two legendary go-to-market leaders in their own right, talk weekly with the best sales, marketing, operations, and product leaders in the B2B SaaS world to understand what's working in the new playbook of the post-ZIRP market.

But Craig, Matt, and their guests don't just talk theoretically, they share the stories and actionable tips, tactics, and strategies behind what's driving revenue growth that you can take and implement in your own go-to-market roles.

From ABM to PLG, from MEDDIC to MEDDPICC, the world of business is constantly evolving. We’ll cover the who, what, where, when, why and most importantly how you get… The Transaction.