Archives for posts with tag: B2B Marketing

The other day a colleague pointed me towards an article he’d seen by a chap called Andy Raskin on LinkedIn. It was a recounting and generalising around the best sales deck he’s ever seen. You can read the full article here.

If you can’t get to the article now, I’d recommend you bookmark it for another time. For now, though, the essence of the article is that the best flow of a sales deck, predominantly for B2B and disruptive technologies, touches on 5 key milestones. I’ve written about this a lot, and the following flow definitely hits all the major points.

Here are the 5 milestones:

1) Set the scene with a major change event in the world

2) Show that there’ll be winners who embrace this change event, and losers who don’t

3) Show them what success looks like when you’ve got there – what Andy calls ‘teasing the promised land’

4) Introduce your features as ‘magic gifts’ to get them to the promised land

5) Demonstrate your evidence that you can get them there, ie you’ve done it for others

Nothing new here perhaps, but it brings the prospect along the journey in an exciting way and doesn’t slam them on the defensive or put them off progressing because it’s too complex/scary/hard. As I said, the full article is here and well worth a read.