Storytelling Matrix for Enterprise Sales
As a business executive, I’ve sold complex tech to large enterprises for a decade.
If I had to define what that implies, selling is about finding the proper angle that aligns the commercial use case on the client side with the internal product roadmap on the company’s side.
That’s even more true for the enterprise business, where projects become quite complex, and seeing them fall apart because of this misalignment on the whole narrative becomes critical.
Yet, finding the proper angle and narrative isn’t just a matter of telling a story but a process of enterprise market discovery to create alignment between what the client wants and what the company should focus on.
This is pure market discovery, finding the story representing the company’s messaging and positioning in the marketplace.
That is why you start with one-to-one market discovery, which translates into a consistent story with multiple angles tied to your product's potential in the market.
From there, it becomes your whole market positioning, from which you can develop how you communicate your company inside and outside.
Understanding the Matrix
The Sales Storytelling Matrix maps sales approaches along two critical dimensions:
Reality Attachment: The degree to which a sales narrative is anchored in genuine customer experiences, problems, and contexts.
Effectiveness: The ability of the approach to drive not just immediate sales but sustainable, relationship-based business outcomes.
This creates four distinct quadrants, each representing a different storytelling approach with its characteristics and consequences.
The Four Quadrants of Sales Storytelling
