It all starts with a narrative that answers: "Why do you exist?”.
CMO Barry Nolan says that his role is simple: “Create a narrative as to why a company or a prospect would want your service, then express that to those individuals in an enterprise who will purchase the service.” He's clear that this narrative can't be discovered by an algorithm. Instead, it’s found by "sitting in front of customers, listening to them and understanding their problems.”
Article: CMOs, Take a Walk on the Sales Side
