The best B2B brands don't just tell a story. They live it across every team, channel, and touchpoint. 

But how do you get everyone aligned — from sales to customer success — without the story getting lost in translation (or buried in features)? 

That question sits at the center of this conversation, as Drew talks with Marca Armstrong (Sensera Systems) and Caitlin Cassady (Beyond) about how to build a team of company-wide storytellers. From capturing customer language to coaching teams on how to use it, they reveal how to make your story stick—and scale.

In this episode: 

• Marca starts with a simple headline story ("build with confidence") and ensures it shows up consistently in every GTM motion. 

• Caitlin turns real customer stories into marketing fuel, using a "so what?" filter to connect features to real outcomes. 

• Together, they treat storytelling as everyone's job, so marketing, sales, and CX all carry the same story. 

Plus: 

• Measuring story-led work vs. feature blasts 

• Spotting what moves pipeline 

• Keeping language sharp so customer phrasing shows up in deals 

• Making storytelling a team sport across the company