Storytelling is becoming a necessary skillset throughout every organization. Now that most companies publish their own content, good storytelling is a critical skill set in all marketing organizations.
Today’s buyers are overwhelmed. The amount of information and options has reached a tipping point, placing a significant burden on customers’ ability to make purchase decisions. Too much information paralyzes decision-making, too many stakeholders cause the buyer to settle for a “good enough” solution, and too many options result in an extended buying cycle and an overwhelming purchase experience for customers. Customers and prospects need clarity. However, it is no longer just the purview of marketing, it is now necessary in every part of the organization.