About Said Differently: A Show About B2B Storytelling
Said Differently features B2B go-to-market leaders as they share experiences and advice on balancing the art and science of storytelling, messaging, and market positioning. Sponsored by Troupe, the platform for story and messaging success.
Fixing Message Malfunction at the Marketing-Sales Junction
Marketing may own a company’s messaging, but because Sales owns the number (and their comp that comes from it), that message better work well or it’s going to diverge. In this episode of Troupe’s podcast show SAID DIFFERENTLY about B2B messaging strategy, the focus is on the handoff of the go-to-market story to sales executing those messages as they work the pipeline. Guest Marcus Andrews, formerly a senior product marketer at Pendo, HubSpot,m and Google and now head of Marketing at Con...
29 Sept 2026
How MQLs Broke B2B Marketing's Credibility and How to Rebuild It
How MQL Metrics Broke B2B Marketing's Credibility - and How to Rebuild It In this episode of Troupe's SAID DIFFERENTLY podcast about B2B go-to-market messaging, we dig into the spicy topic of how to best measure marketing's impact in B2B, and why MQLs (marketing qualified leads) and other attribution metrics have failed us thus far. It's a critical problem to solve, with CMOs having among the shortest tenure's in the C-suite with decreasing direct reporting lines to the CEO, according to re...
22 Sept 2026
Human Judgment Remains Critical for Messaging Fundamentals
Yes, it's important to have B2B messaging strategies and frameworks that are well designed. But today's challenge also means making sure we're applying human judgment to our go-to-market storytelling amidst the ease and speed of AI-generated messaging and content. That's the topic of this episode of Troupe's SAID DIFFERENTLY podcast, featuring author and product marketing consultant Doug Kimball, who wrote "So What, Why, Who Cares?" Doug breaks down each of those key framework pieces, and di...
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