Recently I stumbled upon an incredible piece of marketing.
Ruchin Kulkarni, Co-Founder of Toplyne.io shared a manifesto on why they are building a CRM for product-led-growth (PLG) companies. It was a masterclass in strategic storytelling.
When Andy Raskin published his article “The Greatest Sales Deck I’ve Ever Seen” he outlined the five steps to master strategic storytelling.
They can be summarized as:
True Ruchin’s manifesto, on how software companies will acquire customers in a world dominated by PLG, is a masterclass in using the five-step framework to position products and win the hearts of a market. A new world order
Ruchin first states there is a new world order by leading with this explanation:
Instead of going straight into explaining what their product does, Ruchin tells a story to set the context as to why their product needs to exist.
He then explains how this new world order came to be:
Ruchin has presented the new world order and given context as to why it exists, and I understand there will be winners and losers.
Those who fail to adopt PLG will lose.
The promised land is presented as a place where you can acquire customers without cold calling prospects, you can acquire them cheaper than before, and freemium users will be early evangelists of your product since they’re already using it.
Okay, so I’m hooked. PLG is the way to go. No more cold calls. Cheaper CAC. Evangelized customers. Easy upsell. Crushed competition.
So, now what?
Well, the promised land isn’t easy to get to.
too many signs up for sales people to manage
conversion rates of free users to paying customers are low
salespeople waste time on non-converting leads
Time for a solution Ruchin then explains how the current winners of PLG use hyper segmentation to determine which customers should be contacted by a sales person to convert to a paying customer. And gives examples of Slack, Dropbox, and Hubspot.
The best companies only prioritize reaching out to leads which fall into specific criteria. But in the ‘new world’ of PLG, accessing the data required to make such decisions is hard.
Incumbent CRMs were built for the old world:
There is no solution that helps people play in the new world order.
Data on how customers use product, interact with marketing, or which payment plan they’re on are stuck in siloed platforms that don’t talk to eachother.
The details of how the product works is irrelevant at this point.
Convincing your audience of the new world order is what matters first.
Here’s a powerful tip from Mario.
People don’t buy product, they buy what product enables them to do.
They present the stakes of winning or losing in the new world order.
Once prospects are convinced the world has changed, it becomes much easier to accept they must adapt to survive in this new environment.
⭐️ Golden Rule: Never pitch a solution to someone who doesn’t think they have a problem.
Toplyne’s manifesto was a masterpiece in strategic storytelling because they:
✅ Set the context ✅ Presented a new world order ✅ Helped us visualize what success looks like in the new world ✅ Outlined the challenges and obstacles people will encounter ✅ Provided a solution to getting over those challenges
I’ll end with a question:
What new world order does your product help people thrive in?
Also published on https://www.rocketgtm.co/blog/product-positioning-5-easy-steps.