goal

Rebuild the sales narrative to clarify our unique value and increase discovery-to-demo conversion rates by 10%.

APROACH

I conducted research to identify our differentiators:

• Hosted strategy sessions with Sales, Customer Success, and Product teams
• Reviewed sales calls and analyzed win/loss data
• Mined G2 and Capterra reviews to understand what customers valued most
• Analyzed competitor positioning to identify gaps in the market

Through this research, I discovered that our key differentiator was our “One Team” approach: bundling software, implementation, and ongoing consulting under one contract, while competitors charged separately for each service and required multiple vendor relationships.

I rebuilt the sales narrative and deck to lead with this key differentiator, creating a clear story that helped prospects immediately understand our unique value.

RESULTS

After Sales implemented the new narrative and deck, we saw a 12% increase in our discovery-to-demo call conversion rate, bringing it to 25% over the following quarter.