Workshop / 03

Flip It

Tell the human story about what your company does.

A half-day workshop for sales, marketing and partner teams. Tech companies sell products. Senior buyers buy outcomes. Flip it from product to people, features to value, and the room changes.

Book Flip It →

The challenge

The widest gap in your sales conversations sits between what your team says and what the boardroom hears. It almost always comes down to who the story is about.

01 · Lead with outcomes

The board does not buy how it works.

The board buys what changes. Open with the impact and let the technology earn its place underneath.

02 · Anchor in people

A customer story moves a CEO.

Architecture diagrams and methodology charts stay on the page. Lead with the human and let the proof follow.

03 · Sell transformation

A product reduces effort. A transformation reframes a career.

The C-suite is buying the second one. Frame the deal around the change it unlocks, not the feature it ships.

How we flip it

A half day in the room. Three steps. Three frameworks.

Flip It is a half-day workshop for your sales, marketing and partner teams. We start with your real deals, your real numbers and your real customer language, all analysed before the day. Then we build the messaging that lands. The frameworks come from years of writing for Financial Times, Economist Group, Daily Telegraph and New York Times readers, applied to the boardroom rather than the broadsheet.

Step one · Listen

Pre-workshop analysis.

A read of your sales motion, your marketing, your customer language and a competitive scan. The customer voice arrives in the room with us.

Step two · Create

Half a day in the room.

Insight turned into messaging. Your team writes the headlines, builds the message houses and edits the bulk out of the deck. We coach. They keep the work.

Step three · Engage

Put it into action.

A live critique of your current materials and a group walkthrough of a deal you are working to win. The frameworks earn their keep in the room.

Three frameworks your team keeps

The tools we hand over.

The Message House. A single-page structure for any pitch, board paper or proposal. One headline, three pillars, the proof underneath.
The CRG Filter. Cost, Risk, Game Changers. The three things every C-suite is awake at night thinking about, and the only filters your message needs to pass.
Capability × Engagement. A diagnostic for where your team sits today and how to move toward Trusted Partner. Most B2B firms get stuck in the Geek quadrant.

What you'll learn

Seven shifts.

The principles of journalistic storytelling and how to lead with what is most recent, most important or most interesting.
How to apply that craft to your personal brand and position as an expert.
How to deadline a story so it builds an audience and holds attention.
How to build a message framework that gets your point across and keeps the room engaged.
How to see your own messaging in the mirror and find what to sharpen.
The mindset shift from features to value, salesperson to expert problem solver.
How to use the challenge to lead the story.

Walk away with

Three things your team walks out with.

A toolkit of frameworks they use on every pitch from day one.
A unified message that sales, marketing and partnerships share.
Confidence to lead with value, even in a hostile boardroom.

Who it is for

B2B sales, marketing and partner teams selling into the C-suite.

Tech companies, professional services firms and listed B2B businesses where the deal goes to a board. Pitch on £2m to £200m contracts and your team is freelancing the narrative. Bring the people writing and presenting the deals.

Format

A scoped, tailored half day.

In person in London, or remote for distributed teams. Pre-workshop analysis included. You keep the frameworks.

Format

Half day workshop

Location

London or remote

Attendees

Up to 12

Output

Three frameworks