Ashley Creech

The Challenge: The Stagnant State of Sales Narratives

For this technology company, the industry-specific solutions were more than products; they were solutions tailor-made for specific industry challenges. However, the existing sales narratives and customer-facing material had stagnated, failing to align with the lived experiences of their target industries. It was like having a sports car but only talking about its paint color, ignoring its performance and engineering marvels.

The Underlying Issues

• Disconnection from Reality: The existing narrative and product features did not adequately reflect the realities and challenges currently faced by the industry.
• Outdated Sales Decks: The customer-facing materials, including sales decks, had become outdated and did not align with the company’s vision, thereby diminishing their impact during customer interactions.

The Solution: Crafting Authentic Narratives

This project was about finding the soul behind the sales deck. We worked on articulating narratives that didn’t just highlight features but resonated with the actual challenges and opportunities within the target industries. This meant updating the solutions in a way that incorporated real-world utility while also revising the customer-facing material to mirror this authenticity. It was a revamp in not just look, but also in language and, fundamentally, in understanding the customer.

How I Helped

• Content Strategy for Sales Decks: I was responsible for the ideation, creation, and revision of high-impact content that would be featured in two new sales decks. My role was to make sure the content accurately reflected the redefined product and seller narrative.
• Cross-Functional Collaboration: Working in tandem with designers and developers, I provided the essential copy that would appear in wireframes and the final build of the product. This required constant dialogue to ensure that the written content was in harmony with visual elements and functional features.
• Narrative and Consistency: Collaborating with the team, I ensured that the content across all customer-facing and internal materials was consistent, effectively capturing the technology company’s renewed vision and objectives.

The Outcome

Upon completion, the solution was not just a refreshed product but a redefined solution that resonated deeply with industry-specific challenges and opportunities. The sales decks became a powerful tool for sellers, encapsulating the new narrative and product features, enhancing their conversations with prospective customers.

“Ashley brings a unique blend of empathy, expertise, and adaptability to her work, diving into each project with a thorough understanding of the audience and an unwavering commitment to quality. She quickly makes herself indispensable by asking insightful questions, engaging thoughtfully, and consistently producing content that exceeds expectations.”

—UX Designer @ Avanade

“From day one, Ashley seamlessly integrated with our team, demonstrating a natural talent for collaboration and communication. Her proactive approach, paired with an innate ability to provide strategic, thoughtful perspectives, sets her apart. She works intuitively across disciplines, consistently offering high-value insights that push projects forward.”

—Visual Designer @ Avanade