Stakeholder Narrative Design for Data-Heavy Product

30/05/2025

Industry: B2B SaaS (Data Infrastructure)
Context:
The product team was hitting all the KPIs — but the board wasn't buying the growth story. Despite strong metrics, presentations felt too technical, and the founders struggled to make the case for continued investment.

Problem:
Data without narrative. There was no emotional arc in the communication. Each team spoke their own language — devs were too in the weeds, sales too transactional, and leadership too abstract.

My Role:
As Strategic Story Designer (via an external mandate), I was hired to rewire the Investor & Stakeholder Narrative.

What I Did:

  • Extracted core proof points from backend analytics, retention patterns, and funnel data

  • Ran a "Story Distillation Sprint" with the founder and COO to define the emotional arc, pain points, and vision

  • Created a 3-layer narrative:

    1. Vision (what's changing and why it matters)

    2. Proof (what we've built and why it's working)

    3. Moat (why we're uniquely positioned to win)

  • Rewrote key decks, executive notes, and funding presentations

  • Supported the CMO with narrative alignment across investor updates and new partner onboarding

Team Involved:
CEO, COO, Product Analyst, CMO, Senior Copywriter

Results:

  • Won back confidence from board and secured extended runway

  • Unified internal and external narrative — "everyone knew what we were building and why"

  • Sparked downstream clarity that improved sales enablement and hiring

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