![]() ![]() If you’re pitching anything to anyone, lay them out in exactly this order: Here, then, are the 5 elements of every compelling strategic story, and how Drift is leveraging them to achieve breakout success. In fact, two weeks after hearing Gerhardt speak, I saw Cancel pitch a new feature at Drift’s day-long Hypergrowth event, and he told virtually the same story, to similar effect. The answer to both starts with a brilliant strategic narrative, championed by Drift CEO David Cancel, that has transformed the company into something more like a movement. How did Gerhardt do it? For that matter, how has Drift-a live-chat tool for salespeople and marketers-managed to differentiate itself in a market crowded with similar offerings? (The company recently raised a $32 million round of Series B capital led by General Catalyst, with participation from Sequoia, and boasts over 40,000 businesses on its platform.) By the time Gerhardt was finished, the only attendees who weren’t plotting to secure budget for Drift’s platform were the ones humble-bragging about how they’d already implemented it. There were many great speakers at OpenView’s Boston headquarters that morning-JetBlue’s VP of marketing, senior execs from OpenView’s portfolio-yet none moved the crowd quite like Drift director of marketing Dave Gerhardt. ![]() The 5 Elements of Drift’s Powerful Strategic Story They had just been on the receiving end of the best sales pitch I’ve seen all year. In fact, virtually every CEO, sales exec, and marketing VP in attendance seemed suddenly overwhelmed by an urgent desire to change the way they worked. “Right? I just texted my VP of sales that the way we’re selling is obsolete.” The CEO of another company, overhearing Yvette, chimed in. “How in the world,” Yvette said, reaching for the cream cheese, “am I going to inform my team that our entire approach to marketing is wrong?” She was chewing on a bagel during a lunch break from the VC firm’s all-day speaker event, and she was clearly upset. Here’s why.Ī few weeks ago, I met a CMO named Yvette in the office kitchen at OpenView Venture Partners. ![]()
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