Why Your Go-to-Market Strategy Is Failing
(Hint: It's Your Messaging)

Let's say you buy a Porsche. You're proud of it. You worked hard for it. You know the power it has to take you places fast.

Now, let's say you fill that Porsche with sugar water instead of premium fuel.

Would it immediately destroy your engine? No. But it would do enough damage to keep you from ever going anywhere fast.

Poor acceleration. Engine stalls. Complete loss of power. All of this would turn what looks like a mighty machine into a shiny, ultimately useless, hunk of junk.

The Go-to-Market Engine You're Unknowingly Destroying

Obviously, none of us would knowingly do this with our car engines. Yet so many do it every day with their Go-to-Market engines.

You build sales funnels for speed, but rather than fuel them with a messaging strategy that will accelerate motion, you fill them with what equates to sugar water messaging, messaging that focuses on facts. Facts about the solutions you have. The platform updates you've made. The events you've attended...

What Your Buyers Actually Care About (It's Not What You Think)

While these things may be important to you, are they really important to your potential customers?

Honestly, and with love, that answer is actually no.

Your buyers don't care about what you do. They care about what you do for them.

Why Feature-Focused Messaging Kills Conversion

This is why your messaging strategy needs to be built on top of a value story that fundamentally repositions you to have those conversations.

An authentic value story is more than case studies, more than metrics of success. While in the right ballpark, those, too, are facts.

The Difference Between Facts and Stories in B2B Marketing

To tell a story requires creativity, which is a very specialized form of content.

Creativity blends:

• Strategy

• Insight

• Vision

  
  

...to parlay facts into something more human and more relatable.

It ties them to your brand purpose and promise to show how they are innate to why you started up in the first place. It creates emotional connection and personal relevance, which are the very things that motivate buyers to connect.

What Actually Fuels Revenue Growth

And as far as simple truths go, this one ranks: Buyer connection is the only thing that will powerfully fuel your GTM engine.

So before you post tomorrow, remember:

Facts tell. But stories sell.