The Narrative That Inspires Your Buyers

Marketing Execution with Mark Donnigan · Jul 28, 2026 · 17m

Companies often skip the one narrative exercise that actually closes deals. Bruce Scheer calls the result "random acts of conversation," where every seller pitches something different and revenue stalls. His go-to-market narrative model, tested at IBM, Microsoft, Google, and dozens of startups, flips the typical problem-solution pitch on its head. The sequence matters: spotlight the Big Problem, paint the Desired Outcome, then introduce the Big Solution in four words or fewer.

Here is the part most B2B teams get wrong. They lead with features aimed at the wrong buyer. Scheer's "bully with the…