In some ways, you could think of this guide as a way for us marketers to ‘catch up’ to be in sync with how highly trained enterprise salespeople naturally sell today. A practical how-to-guide to creating a story that stays laser focused on answering the key questions every rep must answer to qualify and ultimately close a sale.

[...] successful reps won competitive deals by telling stories that answer three key questions, collectively known as the “Three Whys”:

‍Why buy anything?: A shared belief around how the world is changing and the impact this change has on an organization.‍

Why buy now?: A deep understanding of urgent business priorities and the impact from the organization’s current (in)ability to meet these priorities.‍

‍

‍