Hi there,

In 2022, I was working through a frustration that every marketer knows well.

I had built the materials. I had written the copy. I had organised the assets. And the sales team wasn't using any of it.

I was venting to a business coach, blaming culture and stubbornness. She stopped me mid-rant and asked a question that changed my entire perspective:

Do you know what they are afraid of?

I realised that I wasn't just asking them to use a new slide deck. I was asking them to change how they hit their targets.

Salespeople live and die by their quota. They stick to their old pitch (even if it’s outdated) because it feels safe. It has worked in the past. Asking them to use a new, untested message feels like asking them to gamble with their paycheck.

Once you see it that way, the problem stops being “resistance” and starts being risk.

In my latest article, I go into the practical side of this; specifically, how to change messaging without asking sales to take that risk.

I break down:

• What a real “source of truth” looks like (and why brand guidelines don’t cut it)

• How to roll messaging out in a way sales actually trusts

• How to prove the new story works, so adoption happens naturally.

Read the article 

If your team is currently arguing over a slide deck, don’t focus on the colours. Ask which slide people are hesitant to show a prospect — and why.

That’s usually where the real work is.

Talk soon,

Grace