Program · for marketing leadership
You sell to the engineer because that is who you are comfortable with, and the engineer does not own the budget. We translate your feature story up into the value, the metrics, and the risk language the executive signs for.
Your product team and your sellers are most comfortable with the engineer, so the story is built in features and speeds and feeds. The engineer loves it. The engineer also does not sign.
The person who signs is a VP or above, and they hear a feature list and move on. The story has to be translated up, into the outcome, the metric, and the risk the executive is accountable for.
We start from how you talk today, in the language your team is comfortable with.
We rewrite it into outcome, metric, and risk, the language the budget-holder signs for.
You leave with the line the board repeats, and the proof that backs it.
Features are commodity, and the engineer reads them all anyway. The translated value is what moves the person who controls the spend.
A message the VP and above can act on, instead of one they delegate and forget.
Value and risk in the language a CFO and a board understand.
The single line your sellers and your board can repeat without you in the room.
Apply it to the site, the deck, the demo, and the campaign.
Every agency will wordsmith your message. We are the buyer you are trying to reach. Howard Holton has been the CIO, the CTO, and the CISO, more than once, across many companies, sizes, and industries. This is not one analyst's opinion. It is the read of the person who signs the check.
Because Howard has been the executive on the receiving end, the translation is to the language the buyer actually uses, not a guess at it.
Out of the Weeds is scoped to the message and the surfaces you want translated.
Founding Client: start your first engagement by July 31 and take 40% off, as one of a small charter group, in exchange for becoming a reference.