Podcast

Phillip Swan

#474: How to Create a Customer-Centric, Go-To-Market Strategy With Your Brand Storytelling

You’ve heard me say this often, “You, your brand, and your product or service are NOT the center of your business story. Your customer is. Always.”

This is the drumbeat of customer-centric brand storytelling.

Story Truth #2 is that your brand story is not about what you make, but what you make happen in your customer’s life.

Outcomes trump offerings everytime in your business storytelling.

But what if your sales and marketing team are at odds on how to tell your story?

Marketing leans into hyperbole with messages all about your wonder widget.

Sales, on the other hand, push features and benefits selling when what your prospects really want is the emotional pull of a solution story.

Phillip Swan, Managing Partner at Pi Partners and supporting the family business as the Chief Revenue Officer (CRO) at LingoAid, shares how to create gripping go-to-market strategies using customer-centric storytelling that builds affinity moving your audience to action.

Phillip is a dynamic and visionary business leader. Under his leadership, Pi Partners has emerged as a leading GTM Advisory firm, recognized for its innovative solutions and commitment to driving business growth through strategic customer engagement.

His approach is about meeting immediate business needs, fostering long-term relationships, and building brand loyalty.

Takeaways:

How your business can create a customer-centric go-to-market strategy.
The divide between sales and marketing can lead to different stories about the same brand.
The Circle Funnel approach builds trust with customers from the pre-awareness stage.
Creating a seamless customer experience requires collaboration and alignment across all departments, including sales, marketing, finance, and customer success.
Philip Swan’s weekly newsletter, ‘The Go To Market Edge,’ on LinkedIn provides valuable insights on sales, marketing, and customer experience.