Sales rejects the deck because customers don’t talk that way.
Product insists on language no buyer has ever said out loud.
Marketing swears they followed the brief.
And somehow you’re the one explaining to the CEO why nothing is landing.
That’s usually when I get the call.
assets not landing?
It’s not the design or copy. It’s that there’s no connected tissue. And without a clear narrative, everyone tells a different story.
I’ve spent 18 years walking into that exact chaos — from military intelligence and massive enterprises to scrappy startups — and spotting what’s actually broken between product, marketing, and sales.
It’s always the same pattern.
It’s never the deck. It’s the narrative underneath it.
The military taught me to see patterns under pressure.
HP taught me what needs to happen to hit launch targets in the most complex environments.
Startups taught me how to fix what isn’t working fast, without drama or a 97-slide workshop.
My approach is simple:
A few honest conversations with your team, audit of where you are now, and additional market and competitive research tell me where the narrative breaks, and why. Then, I build the Win Map™: the narrative arc that drives your deck, one-pagers and every asset the team produces. Not a positioning statement that goes stale on a slide somewhere. A system your team keeps using because it matches how deals actually move.
I’m a product marketer who genuinely likes sales.
I translate between engineers, marketers, and sellers who don’t speak the same language — and turn that into assets reps don’t rewrite or ignore.
And I don’t stop at “here’s a new deck.”
The Win Map™ finds the narrative. The sales deck, champion deck, and persona one-pagers are where that narrative does its job. Everything I build is connected — so when markets shift, you update one system and everything downstream follows.
By the end of our time together,
✅ Your team has one narrative — not three conflicting versions of the story
✅ Your reps use the deck because it matches what they hear on calls
✅ Your champion can retell the story without you in the room
✅ The CFO, CTO, and every other stakeholder sees something meant for them
Your sales assets shouldn’t suck. They should sell.
If you’re done babysitting assets that die in the field, let’s fix what’s actually broken.
Why work with me
I'm not the only positioning consultant. Here's what's different about how I work.
Most positioning engagements end with a strategy. You get a statement, a framework, maybe a messaging doc. Then someone hands it to a designer and says "make the deck."
That's where things fall apart — because there's no narrative connecting the positioning to the assets.
I don't stop at the strategy. I build the narrative and the assets together — because that's what actually closes deals.
The Win Map™ produces a complete narrative arc: the story your buyer needs to hear, in the order they need to hear it. Then I build the downstream assets — sales deck, champion deck, persona-specific one-pagers — all from the same narrative foundation. When your champion walks into an internal meeting, they have a story every stakeholder can follow.
If you've done positioning work before and your deck still isn't landing, the missing piece is usually the narrative.
April Dunford's methodology is excellent for defining competitive positioning — what you are and why you win. Fletch is great for homepage-first positioning and messaging clarity. I build the narrative layer that turns positioning into assets your sales team uses every day. Different problems, different solutions — and sometimes companies need more than one.
I work with B2B companies selling high-ACV deals into buying committees.
That's the environment where narrative matters most. When deals involve 10–17+ stakeholders and the average sales cycle is months, not days, a feature list won't cut it. You need a story that travels through an organization without you in the room. That's the specific problem I solve.
You work directly with me. Not a team. Not a junior associate.
I do the diagnosis, build the narrative, and create the assets. When I'm on a call with your VP of Sales, I'm the one who audited 40+ B2B decks and knows exactly what breaks and why. There's no handoff.
Most marketing leaders I talk to — CMOs, CEOs, PMMs — admit this off the record:
“We aren’t sure what our buyers really care about.”
That's not because they're bad at their jobs. It's because they're too close to see what's actually happening — in their deals, in their messaging, in the gap between what they say and what buyers hear.
I call that the translation gap. It's the core of every engagement I run.
My background across military intelligence, enterprise product management, and startup product marketing gave me one specific skill: pattern recognition under pressure. I can walk into a company I've never seen before and, within three conversations, tell you where the narrative breaks and why your sales team doesn't trust the assets.
That's not a pitch. That's 18 years of sitting in the room where product, marketing, and sales are all saying something different — and knowing how to turn that into one story everyone believes.
FEATURED IN
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I’m honored to be included in this list alongside other incredible marketers from all disciplines.
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Competitive Enablement goes way beyond battlecards. Watch this Survivor themed session and get practical tactics to make your sales, product and marketing allies ready to face any competitor.
