đź“– New ebook: Close the Messaging ROI Gap. How to get the metrics that define storytelling success.
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Storytelling Points of View
Your seat for timely marketing and GTM thought leadership, 'hot takes', practical messaging advice, Troupe news and events, and stories from our partners, customers, and colleagues.
SAID DIFFERENTLY Ep.20: Does Your Messaging Need to Ship as Fast as Your Product?
Said Differently Podcast, Messaging Strategy and Frameworks•Jennifer Sikora•Jul 30, 2026
Now that AI coding help is speeding product release cycles, it can be hard for Go-to-Market Teams to keep up. How often should we refresh messaging? In this episode of Troupe's B2B storytelling podcast Said Differently, guests Michele Nieberding, Head of PMM at Optiversal, and Tamara Grominsky, Founder of PMM Camp bring their product marketing expertise to bear on how to best navigate this challenge.
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Gartner Ramps-Up Focus on Product Marketing and Messaging Strategy: Troupe’s POV
Messaging Strategy and Frameworks•Jennifer Sikora•Jul 22, 2026
Troupe advisor applauds Gartner's ramped-up research coverage of the product marketing role and its related ownership of messaging strategy.
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eBook: Closing the B2B Messaging ROI Gap
Messaging Measurement•Austin Webb•Jun 29, 2026
How to use AI to connect your go-to-market story to revenue outcomes, so you can prove and improve impact. Covers modern messaging KPIs/OKRs and best approaches to replace opinions with quality data.
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Why a General AI Chatbot Can't Prove Your Messaging Drives Revenue
Messaging Measurement, Product News•Nathaniel Minto•Jun 17, 2026
Why uploading transcripts and adding prompts to a general LLM isn't the same as true, continuous messaging attribution and ROI intelligence.
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How Troupe Tackles Messaging ROI: A Story in 7 Images
Messaging Measurement•Jennifer Sikora•May 27, 2026
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Messaging Alignment: A Missing Revenue Metric
Messaging Alignment and Ops•Austin Webb•Apr 30, 2026
Why messaging alignment across the GTM org is a revenue-predicting metric and how Troupe's AI measures it.
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Watchlists are Here: See Messaging Performance Over Time
Product News, Messaging Measurement•Nathaniel Minto•Apr 15, 2026
You launched your messaging... how's that going? Now you can set up Watchlists to monitor specific message adoption, deal presence, and team usage over time.
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What Product Marketing Leadership Looks Like in 2026
Messaging Measurement, Messaging Alignment and Ops•Jennifer Sikora•Mar 23, 2026
The Product Marketing Alliance's report on PMM leadership emphasizes the importance of measuring impact as a key path to strategic recognition.
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Product News: You Have Winning Messages. Now You Can Find Them.
Product News, Messaging Measurement•Nathaniel Minto•Mar 10, 2026
Troupe introduces a new way to see message lift, meaning whether a message's presence in sales interactions and content is associated with a higher chance of winning.
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SAID DIFFERENTLY: Ep. 14: You Don't Hate Slides. You Hate Bad Storytelling
Said Differently Podcast, Messaging Alignment and Ops•Jennifer Sikora•Mar 2, 2026
It's a true challenge to convert your messaging guide and go-to-market story into a slide deck that converts sales conversations. It's the hot topic in this episode with GhostRanch Communications' founder Mikey Mioduski.
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SAID DIFFERENTLY Ep.13: Role-Based Storytelling in a Funnel-Focused World
Said Differently Podcast, Messaging Strategy and Frameworks•Jennifer Sikora•Jan 26, 2026
What happens when you apply a behavioral change model to content strategy? Scott Stransky, founder and content lead at Thrū Content, talks about messaging for roles and readiness in this recap of Troupe's Said Differently episode.
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Sales Kickoffs: The Perfect Time to Reset Your Messaging Focus
Messaging Alignment and Ops•Jennifer Sikora•Jan 20, 2026
Getting focused on your messaging strategy should be a key part of any Sales Kickoff (SKO) or Company-wide Kickoff (CKO) agenda. But it can't end there!
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SAID DIFFERENTLY Ep.8: Earned Media's Outsized Role in the AEO/GEO Era
Said Differently Podcast, Executive-Level Storytelling•Jennifer Sikora•Jan 13, 2026
Earned media and PR strategy must be given strong consideration and strategy to help drive visibility in AI-based answer engines. PR leader Evan Boyer talks game planning.
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Three Elements Needed for Messaging Success Measurement
Messaging Measurement•Austin Webb•Dec 15, 2025
To know if your messaging is helping drive revenue, you need to measure it. There are three requirements that come together to measure messaging: intended messaging, actual messaging, and results.
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CMOs Can’t Afford a Weak GTM Story in 2026
Executive-Level Storytelling•Jennifer Sikora•Nov 10, 2025
CMOs are accountable to grow pipeline in a market where narrative clarity is harder, channels are noisier, AI is accelerating message proliferation, and budgets are under a microscope. A strong go-to-market story is your connective revenue thread in 2026.
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SAID DIFFERENTLY Ep.4: Building Product Launch Stories That Stick
Said Differently Podcast, Messaging Strategy and Frameworks•Jennifer Sikora•Oct 29, 2025
When it's time to plot your product or feature launch, this conversation covers everything from defining your launch matrix to measuring messaging adoption and knowing when to stay quiet about competitors.
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SAID DIFFERENTLY Ep.3: Do We Trust The Message? Aligning Sales and Marketing
Said Differently Podcast, Messaging Alignment and Ops•Jennifer Sikora•Oct 14, 2025
What causes Sales and Marketing to get out-of-step on the message that is delivered to the market? And what problems does that cause for the business? In this episode of Said Differently, Scott Heimgartner -- who is a long-time, in-house B2B tech product marketing leader and later a principal consultant for Liberis Consulting -- joins us to talk about why trust is one of the major root causes of this misalignment, how Product Marketing can bring these GTM teams to a more unified storytelling place.
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Rogue Messaging: Hidden Risk or Untapped Opportunity?
Messaging Alignment and Ops•Jennifer Sikora•Oct 3, 2025
Rogue messaging can hurt your brand or reveal breakthrough ideas. Understand why it's important to detect, measure, and act on off-script messaging — and how Troupe helps GTM leaders turn inconsistency into a competitive advantage.
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SAID DIFFERENTLY Ep.2: Is Product Marketing Ready to be Measured?
Said Differently Podcast, Messaging Measurement•Jennifer Sikora•Sep 29, 2025
It has long been a challenge to determine exactly what metrics Product Marketing should "own." In this episode of Said Differently, Pendo co-founder and CEO/founder of the 24 and Up startup studio Eric Boduch shares his perspectives on how the measurement of Product Marketing is maturing -- and this means only good things for their path to CMO seats.
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SAID DIFFERENTLY Ep.1: The CEO's Stake In Messaging Success
Said Differently Podcast, Executive-Level Storytelling•Jennifer Sikora•Sep 18, 2025
In this episode of Said Differently, we welcome former Chief Marketing Officer of Visier and Pendo, Jake Sorofman, to talk about the critical importance of successful messaging and why the C-suite, especially the CEO, should care deeply about this.
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Why New Messaging Falters — And How to Make it Succeed
Messaging Strategy and Frameworks•Jennifer Sikora•Sep 8, 2025
Launching new messaging is one of the most critical GTM moments — but also one of the hardest to measure. Learn about ways marketing and sales leaders can better track adoption, iterate quickly, and ensure your new message story drives revenue impact and ROI. Solutions like Troupe help with this.
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The C-Suite Dilemma: Messaging That’s Driven by Opinion vs. Data
Executive-Level Storytelling•Jennifer Sikora•Sep 3, 2025
Top-down messaging decisions often get influenced more by opinions rather than evidence. Learn how leadership and C-suite teams can replace bias with data, measure message effectiveness, and align GTM teams around stories that truly drive revenue, using solutions like Troupe.
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