Act Two. The archetype-tailored pitch.
Dunford's second move: introduce the product, prove the value, address the objections, ask for the next step. Same product, four different conversations. Use the switcher below to move between archetypes.
How to open the conversation.
Don't lead with features. Lead with the moment Marcus already lived through — and ask him to describe it.
Marcus already bought enablement. He has Highspot. He piloted Gong. He's still relying on spreadsheets, gut instinct, and rep-built shadow content. He doesn't need to be sold on the category. He needs to hear that someone else understands why his existing stack is partially working — and what's missing structurally.
Opener: "Walk me through the last pipeline review where you knew the numbers in the CRM weren't the real story. What did your reps actually tell you, and what didn't make it into the system?"
This is Marcus's $80K deal moment. It's also where his social anxiety lives — being seen as the leader of a "failing" enablement function. The opening has to acknowledge he's already invested intelligently and tell him where the gap is.
What Marcus actually buys.
Marcus is buying defensibility — of forecasts, of enablement spend, of his role.
- Pipeline data he can defend in a board meeting. Real-time deal narrative, stakeholder maps, objection logs — built from the conversations his reps already have.
- Enablement attribution that survives a CFO review. "Content X correlated with 23% higher demo-to-close" — the kind of sentence Marcus literally said he wanted.
- Faster ramp time without more onboarding investment. New AEs walk into structured deal context on day one — no more "first week asking what's actually going on here."
- An end to playing content cop. Compliance and brand voice surfaced automatically; reps stop building shadow folders because the official system is finally fast enough to use.
"I want a clear, undeniable line from content usage to revenue."— Marcus, VP Sales, in study
What makes Marcus believe it.
Marcus is research-driven. Generalizations make him skeptical. Specific deal-impact stories with numbers make him lean in.
Proof points to lead with:
- Live demo using Marcus's own past 30 days of call data (Narrio's audit motion). Show him stakeholders his team encountered but never logged. Show him objections that recurred. Show him the deal narrative he never had visibility into.
- Reference a customer where missed-forecast quarter became a defensible diagnosis: "We reconstructed what happened deal-by-deal."
- Show the "Content X = 23% lift" dashboard concretely — not as a mockup, as live data.
"Dashboards that tell me stories, not just show me numbers."— Marcus's stated desire — echo it back verbatim
What Marcus will push back on.
These objections come directly from Marcus's stated anxieties in the Wheel of Progress data. They are pre-loaded.
The next step.
Run the audit.
Connect Narrio to Marcus's last 30 days of email, calls, and CRM data. Walk him through the deal narrative we reconstruct — every objection his team encountered, every stakeholder they didn't log, every content gap that surfaced. Make the next conversation about what we found, not about what we do.
Audit · 30-day window · No commitmentThe buyer beneath the pitch
01Decision-Making & Cognitive Style
Data-driven but pragmatic. Values quantitative evidence and trusts directional trends and gut instinct when data is incomplete. Actively translates marketing engagement metrics into deal-velocity language to bridge the two functions.
02Collaboration & Communication
Weekly cadence with marketing; struggles with misaligned timelines. Strong advocate for immersive exposure — brings marketers into live customer calls just to listen. Prefers live deal walkthroughs over slide decks during reviews.
03Pain Points & Barriers
Perfectionist; frustrated by disorganized libraries and inconsistent tagging. Caught between empowering reps and acting as "content police." Resistance to clunky software interfaces — reps circumvent systems with private spreadsheets.
04Adaptation & Problem-Solving
Active institutionalizer of bottom-up innovations. Adopted reps' workarounds — "content speed dating," informal cheat sheets — and built scenario tagging, battle cards, monthly content spotlights to improve discoverability.
05Technology Adoption
High adoption rate; frustrated by slow budget approvals and integration hurdles. Wants AI-driven contextual recommendations tied to live call data and story-based analytics connecting content to revenue.
06Underlying Drivers
Efficiency. Deal velocity. Proving the strategic ROI of enablement investments — to his CEO, to his board, and to himself.
Implication: Marcus is a second-time category buyer. Don't sell him the category. Sell him the missing structural layer that makes his existing investments work the way he expected them to.
Forces & Desires
Jobs Marcus is Hiring For
How to open the conversation.
Sarah lived a very specific moment — the launch where marketing's narrative and sales' reality didn't match. Open there.
Sarah is not the economic buyer, but she can be the strongest internal champion if she sees Narrio as the layer that finally closes her own feedback loop. Her stated Aspirational Job is "predict gaps with analytics before they appear." That's Narrio's product — described by her, before she met it.
Opener: "Tell me about the last launch where the message you put into market and the message your sales team needed didn't quite line up. How did you find out?"
This question takes Sarah straight to her own 1st Trigger — the launch where she emphasized tech innovation and buyers wanted ROI. It surfaces the pain without selling. And it positions Narrio as the system that would have caught the mismatch from Gong patterns before momentum was lost.
What Sarah actually buys.
Sarah is buying liberation from constraint — and recognition as a strategic partner, not a content factory.
- A real-time feedback loop from sales conversations. Gong patterns surfaced as content gaps. Objection clusters surfaced as messaging needs. The "content speed dating" reps already do, but systematic.
- Predictive gap analysis. Stop launching into messaging mismatches. See what buyers are actually asking before the next launch.
- Content-to-deal attribution that isn't "fuzzy at best." Tie specific assets to deal velocity, win rate, stage progression.
- Time back for strategic work. Less time on logistics, version control, and approval cycles. More time on narrative — the work she actually wants to do.
"I want the system to predict content gaps before they become problems."— Sarah, PMM, in study
What makes Sarah believe it.
Sarah is narrative-driven and concerned about brand integrity. Show her the data layer; let her see how it preserves brand voice.
- Show how Narrio extracts themes from conversation data — objection patterns, competitor mentions, stakeholder questions — not just transcripts. The signal she'd actually use, not raw data she'd have to sift.
- Walk her through how Narrio's signal feeds her existing tools (Showpad, Demandbase) — Narrio doesn't replace what she's built, it makes it smarter.
- Reference customers who closed the loop between Gong and content strategy — case study moment.
"I want a cohesive, real-time picture across all my tools."— Sarah, PMM — echo this exact frame
What Sarah will push back on.
The next step.
Show her her own data.
Run a content-gap analysis against her last quarter of Gong calls. Show her the messaging mismatches between what marketing produced and what buyers asked. Make the followup conversation about what she'd want to launch differently next time — and equip her to walk it across the hall to her own VP Sales or RevOps counterpart, who owns the budget.
Content-gap analysis · 90-day Gong sample · Champion enablementThe buyer beneath the pitch
01Decision-Making & Cognitive Style
Creative; thrives on storytelling, real-world examples, visually engaging narratives. Iterative improvement — uses qualitative feedback loops alongside quantitative analytics to refine strategy.
02Collaboration & Communication
Daily cross-functional cadence. Sees herself as the bridge between marketing and sales. Champions collaborative ideation — interactive enablement workshops, shared digital workspaces, persona development jointly with sales.
03Pain Points & Barriers
Risks creating technically impressive content that misses business-level resonance. Highly fragmented tech stack and slow adaptation cycles hinder her ability to respond to market shifts.
04Adaptation & Problem-Solving
Introduced "content alignment workshops" + flexible templates so sales can personalize without breaking brand. Adapts content formats to what data shows works — turned a long case study into a one-pager and video summary when executives weren't reading it.
05Technology Adoption
Embraces technology actively. Uses Salesforce, Demandbase, Showpad, Outreach, Gong. Dreams of unified dashboards and AI-driven personalization that matches content to personas seamlessly.
06Underlying Drivers
Crafting narratives that resonate. Seeing sales adopt her content. Measurably contributing to pipeline progression.
Implication: Like Marcus, a second-time category buyer. The pitch is to position Narrio as the integration layer that closes her own feedback loop — not a replacement for the stack she's already built.
Forces & Desires
Jobs Sarah is Hiring For
How to open the conversation.
James gave you the cleanest pitch in the entire study. He asked for a "revenue intelligence brain." That is — almost word-for-word — Narrio's homepage.
James is the easiest pitch in the deck. Don't overcomplicate it. He has already articulated the success criteria: usage rate of refined content, conversion-rate improvements on deals where updated content was used, time-to-close. Echo those KPIs back. Show him you heard him.
Opener: "You said you want a revenue intelligence brain — predictive, not reactive — that closes the loop between conversation data and pipeline outcomes. That's literally the system we built. Let me show you."
This is the only archetype in the study where leading with the product is the right move. James is the buyer who wants to evaluate, not be sold to.
What James actually buys.
James is buying operational integrity — and the elimination of "shelf-ware."
- Predictive content prioritization tied to pipeline data. What he literally asked for. The system flags gaps from conversation patterns before they become lost deals.
- Automated feedback loops tied to competitor signals. Catches competitor mentions buried in calls. Routes them to the content layer. The "always playing catch-up" pattern ends.
- Granular content-to-deal attribution. Eliminates shelf-ware. Shows ROI at deal-stage granularity.
- Brand and regulatory compliance baked into the data layer. No more "salespeople improvising content leads to compliance issues." The signal is governed; the content tools downstream stay aligned.
"I want a single central brain platform — predictive, not reactive."— James, RevOps, in study
What makes James believe it.
James is data-driven and KPI-focused. He told you the KPIs himself. Walk into the demo with those KPIs as the agenda.
- The KPIs he specified: usage rate of refined content, conversion-rate improvements on deals where updated content was used, time-to-close. Build the demo around these three numbers.
- Show him the integration architecture — how Narrio sits across his existing stack without creating new silos. The "central brain" frame.
- Reference the lost-deal scenario (he experienced one — competitor offering, no content). Show how Narrio's competitor-signal detection would have surfaced the gap before the deal stalled.
"I want clear, efficient, and data-driven processes — not just more administrative overhead."— James, RevOps
What James will push back on.
The next step.
Architecture review + 90-day audit.
Map Narrio against James's existing stack. Run the 90-day audit on his three stated KPIs (content usage rate, conversion lift, time-to-close). Bring proof, not promise.
Architecture review · KPI-anchored audit · Direct evaluationThe buyer beneath the pitch
01Decision-Making & Cognitive Style
Analytical, process-oriented. Requires clear evidence of value — improved conversion rates, reduced time-to-close — before committing. Constantly balances big-picture alignment with operational execution.
02Collaboration & Communication
Bi-weekly cadence. Strongly prefers short, focused meetings to respect team workloads. Sees himself as a process enabler — builds structured workflows to bridge sales and marketing silos.
03Pain Points & Barriers
Risk-averse toward initiatives without ROI proof. Highly sensitive to busywork. Frustrated by siloed structures, legacy planning cycles, and the lack of a systematic process to capture improvised sales materials after deals close.
04Adaptation & Problem-Solving
Favors simple, low-friction fixes. Introduced short, frequent cross-departmental syncs (stuck because easy to implement). Abandoned complex collaborative software when team engagement dropped. Advocates for structured KPI tracking of improvised field content.
05Technology Adoption
Very high adoption rate — but prefers maximizing existing tools over introducing complex new ones. Wants analytics tied to hard sales-impact metrics, not engagement measures.
06Underlying Drivers
Operational efficiency. Agility in the market. Measurable revenue contributions — defensible to the board, defensible to himself.
Implication: James fired a tool in this category before. His "more administrative overhead" objection isn't theoretical — it's lived. Narrio's "zero behavior change / runs in the background" framing is non-negotiable for this buyer; lead with it, prove it in the audit motion, never ask his team to log anything new.
Stated Forces & Desires (from synthesis)
Stated "Perfect World" (from synthesis)
How to open the conversation.
Elena is the archetype who feels invisible. Her wins are real (demo-to-close lift from 15% → 23%) but unattributed. Open by naming what she's been told she can't prove.
Elena's stated Aspirational Job is the most psychologically deep of the four: "transform her role from logistical wrangling to strategic advising." She doesn't want a tool. She wants to stop being the bottleneck. Narrio sells her that — but only if the pitch acknowledges the role-elevation, not just the workflow improvement.
Opener: "When your manager asks you to prove ROI on enablement, what's the conversation you wish you could have? Walk me through what proof would actually feel undeniable."
This puts her own stated frustration on the table — that her reports "feel like busywork" and she "creates reports that make me look busy rather than actually proving value."
What Elena actually buys.
Elena is buying role transformation — and the end of skepticism toward the content she creates.
- Real attribution, not activity tracking. Connect training completion and content usage to deal outcomes. The 15% → 23% lift becomes provable, repeatable, attributable.
- An end to scratch-built content. Narrio surfaces what reps need before Elena builds it — and what's actually working in the field, so she stops guessing what to create next.
- Personalized rep nudges and learning paths. Move from broadcast training to per-rep coaching, anchored in the actual conversations they're having.
- Time back from compliance "winging it." Compliance support across regions, automatic instead of manual.
"I want real attribution — not just activity tracking — and time to focus on initiatives that actually move the needle."— Elena, Enablement, in study
What makes Elena believe it.
Elena has a concrete proof point in her pocket: the 15% → 23% demo-to-close lift. Use it.
- Show how Narrio would have surfaced the German feature objection she keeps hearing — automatically, before reps repeatedly hit it. The "AI to auto-generate objection scripts from top calls" she literally asked for.
- Reference customers where enablement teams moved from "creating reports to look busy" to leading strategic reviews with attribution-grade data.
- Walk her through how Narrio's signal becomes the input for personalized rep learning paths — making her the strategist, not the librarian.
"I want a system that helps me create content faster without sacrificing quality, and connect training completion to deal outcomes."— Elena, Enablement
What Elena will push back on.
The next step.
Make her the strategist she wants to be.
Run the audit on her current quarter. Build her the attribution case her manager has been asking for. Equip her to walk into the next leadership meeting with the proof she's been told she couldn't produce. Then position her to bring her organization's economic buyer — typically a VP Sales or RevOps Director — into the next conversation.
Attribution audit · Champion enablement · Joint pitch with economic buyerThe buyer beneath the pitch
01Decision-Making & Cognitive Style
Collaborative and pragmatic. Iterative over perfectionist — operates by an "80% is enough" rule, prioritizing speed and relevance. When proving ROI, picks concrete measurable outcomes over broad vague metrics.
02Collaboration & Communication
Daily cross-functional cadence. Relies on informal alliances with top-performing reps to validate ideas, build credibility, stay grounded. Strongly advocates for early involvement in marketing's content planning rather than being treated as reactive.
03Pain Points & Barriers
Perfectionism plus the burden of distributed teams with varied regional compliance needs. Misaligned marketing timelines + disjointed platform integrations (Highspot's poor search) cause reps to ignore or fail to find her content.
04Adaptation & Problem-Solving
Piloted a small, controlled experiment against a 15% demo-to-close rate — co-created video modules with a top rep, tested on half the team, measured the lift to 23%, then scaled. Tracks 3–4 key metrics; transparent about data limitations to manage leadership expectations.
05Technology Adoption
Adopts well but skeptical of total automation. Wants "smart automation" — generates customized localized content faster, provides true content-to-deal attribution.
06Underlying Drivers
Faster enablement delivery. Proving measurable impact. Shifting from firefighting to being a strategic advisor.
Implication: Elena's 15% → 23% lift wasn't luck — it was a methodology: top-rep co-creation, half-team controlled test, attributable lift, peer-validated rollout. Position Narrio as the system that turns her one-off experiment into the standing operating mode — capturing what worked, surfacing it for the whole team, attributing it to outcomes automatically.