Sparking a Movement with a Strategic Narrative - Andy Raskin - GTM Unfiltered - Episode # 014

GTM Unfiltered

Today's guests wrote The Greatest Sales Deck I’ve Ever Seen, one of the most famous blog posts in the history of B2B go-to-market and has worked with some of the largest B2B SaaS companies on the planet. Special guest Andy Raskin joins Host Craig Rosenberg to discuss the power of strategic narratives and how to create a movement around your company. Andy shares the importance of shifting from an "arrogant doctor" approach to messaging to a strategic narrative that sparks a movement of dire importance. Additionally, Host Matt Amundson explains how a veteran CMO thinks about storytelling and Craig shares his experience with first using ChatGPT recently.

Also, Craig shares why you need to know your audience your when pitching a Narcos rewatch, Matt shows off his great view, and Judd put serving customers ahead of this recording.

Chapters:

• 00:00 - Craig doesn’t know how to start the show
• 01:20 - A Silicon Valley veteran CMO’s approach to Messaging
• 08:05 - Craig wrestles with Category Design
• 12:27 - Do kids sit in first class on planes?
• 15:17 - Recounting Craig’s first foray into using ChatGPT
• 18:41 - Introducing special guest Andy Raskin
• 27:10 - Is it better to create a category or spark a movement?
• 34:31 - Key prinicples for defining a movement
• 39:51 - Using a Strategic Narrative to sell higher in an organization
• 46:57 - The impact of the Strategic Narrative beyond Sales and marketing

Quote of the Show:

• “The building of this narrative is not just a go-to-market thing, but a company thing, a CEO thing. The go-tomarket team, of course, has a huge role to play here, but it's not just them.” - Andy Raskin

Sponsor:

• Ringmaster Conversational Marketing - GTM Unfiltered is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/

Connect with Andy:

• LinkedIn: https://www.linkedin.com/in/andyraskin/
• Website: https://andyraskin.com/
• Twitter: https://twitter.com/araskin
• Medium: https://raskin.medium.com/

Shoutouts:

• Marc Benioff: https://www.linkedin.com/in/marcbenioff/
• Amit Bendov: https://www.linkedin.com/in/amitbendov/
• Kelly Watkins: https://www.linkedin.com/in/kcwatkins/
• Tien Tzou: https://www.linkedin.com/in/tientzuo/
• Salesforce
• Gong
• Zuora

Resources Mentioned:

• The Greatest Sales Deck I’ve Ever Seen: https://medium.com/the-mission/the-greatest-sales-deck-ive-ever-seen-4f4ef3391ba0
• Goodbye Product. Hello Movement.:https://medium.com/firm-narrative/goodbye-product-hello-movement-b06df08e02b8

Follow the Show:

• Judd’s LinkedIn: https://www.linkedin.com/in/juddborakove/
• Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/
• Matt’s Linkedin: https://www.linkedin.com/in/matt-amundson-91657236/
• GTM Unfiltered LinkedIn: https://www.linkedin.com/company/gtm-unfiltered/
• GTM Unfiltered Website: https://www.gtmunfiltered.com/

Ways to tune in:

• Spotify: https://open.spotify.com/show/6n6ElND3FF2wjf11gWGjFn
• Apple Podcasts: https://podcasts.apple.com/us/podcast/gtm-unfiltered/id1708470602
• Podchaser: https://www.podchaser.com/podcasts/gtm-unfiltered-5480709
• YouTube: https://www.youtube.com/channel/UCcjySadNUx9DS6RsHJaEWjg
• Transistor: https://www.gtmunfiltered.com/episodes/welcome-to-gtm-unfiltered
• Amazon Music: https://music.amazon.com/podcasts/a4ac6781-0f62-40c7-bef3-40e37c1e824f/gtm-unfiltered

GTM Unfiltered is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/