An award-winning marketing consultant with more than 22 years experience working with the enterprise software, SaaS, and technical professional services industries, Joel Capperella has helped large companies like SAP to just-getting-started startups. In this interview, Joel talks about how by focusing on their larger story, companies can increase awareness and empower their sales teams. Joel points out that often marketers think they’re driving great leads, but sales thinks the quality of those leads is weak. “I think we can fix that gap with story,” says Joel.
To hear more from Joel on this topic, you can watch a 10-minute video called “The 3 Secrets to Increasing Customer Advocacy”