Crafting a Go-to-Market Story

Ken Rutsky helps B2B growth company executives in sales, marketing, and the C-Suite to breakthrough and achieve and grow market leadership in new and existing markets. Before he launched his consulting practice, he spent 20+ years in B2B marketing operational roles. In this guide, he explains why a “hero’s journey” type story is a powerful tool for tech companies to create urgency and gain market share, and how to create one.

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Questions covered in this guide:

What is positioning, and why is it important?

What are the major challenges that prevent B2B companies from getting noticed and winning?

How do you identify and articulate your unique value?

What is a “Viewpoint Story”?

What’s an example of a Viewpoint Story?

How do you use your story?

How should your story help your sales team sell more effectively? How should it be reflected in pitch decks?

How do you modify your story, transform your market, or both, as you grow? How long should your story last?

What are the most important pieces to get right?

What are the common pitfalls?

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