GTM Insider: Can Thought Leadership Level Up Your Sales Organization?

Hi, I’m Chad, your newsletter host this month and VP of Sales here at Backstory.ai. I want to talk about something that doesn’t get enough credit as a sales tool: thought leadership.

It gets treated like a marketing deliverable—a post, a panel, a podcast appearance. It’s actually a sales asset, and most reps are sitting on one without realizing it.

Three steps make it work. First, define your company’s unique perspective—the thing you believe about the market or the buyer’s problem that isn’t just a repackaged feature list. Second, enable sellers to actually use it: give them the executive communication, the content, the language, so they’re not paraphrasing a blog post badly in a discovery call. Third, personalize it—match the perspective to what this specific customer actually needs to hear, not a generic pitch with a company logo swapped in.

Reps who do this stop sounding like every other vendor on the buyer’s calendar. They start sounding like an advisor with a point of view, backed by data, who the buyer wants in the room for the next conversation too.

What’s your company’s innovative ideas and unique perspectives? Use those to inspire your customers and prospects to think differently.

Be bold. Sell smart.

Chad O'Connor
Vice President of Sales | Backstory.ai
LinkedIn | Newsletter

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