FOR CMOs AND CROs AT B2B SAAS COMPANIES DOING $5M+ ARR
Your team is doing the work.
The work isn’t landing.
You have marketers creating content. Reps making calls. Pipeline in the CRM. But deals drag. Demos don’t convert. And your best competitor keeps winning with an inferior product.
The problem isn’t effort. It isn’t budget. It isn’t your team.
It’s what you’re saying.
Your messaging is stuck at the bottom of the Hierarchy of Business Messaging™ – features, safety, trust. Your buyers are making decisions at the top – belonging, identity, who they get to become.
The gap is why qualified leads go cold.
That gap is what StoryOS™ fixes.
* I’ll personally review your homepage and show you where your messaging sits on the Hierarchy of Business Messaging. Takes 48 hours. No pitch or strings attached.
** If you want to learn more about my approach, and figure out if working together makes sense, let’s hop on a call. No pressure. No fit? No problem.
Any of these sound familiar?
“We’re creating more content than ever. Engagement is flat.”
Your team is producing at the right pace. But the content speaks to what your product does, not why your buyer should care. Volume won’t fix a relevance problem.
“Our junior team is talented, but they don’t know what ‘good’ looks like yet.”
They’re executing without a reference point. They need a system that tells them what to say, how to say it, and why it matters at each stage of the buyer’s decision-making process.
“We keep losing deals to competitors with weaker products.”
They’re not out-building you. They’re telling a story that connects to who the buyer wants to become. Features don’t win deals. Identity does.
“We hired an agency. They ran campaigns. Nothing changed.”
They ran campaigns, built content, launched ads. But nothing resonated because the foundation wasn’t there.
THE PROBLEM
Your messaging is likely operating at the wrong level.
Most B2B companies sell from the bottom of the Hierarchy of Business Messaging™.
Features. Functionality. Safety. Trust signals like badges or certifications or industry awards.
That’s table stakes. Every competitor says the same things at that level.
Meanwhile, your buyer is making their decision somewhere else entirely. They’re asking: Do these people understand my world? Will this choice make me look smart? Will this help me become the leader I’m trying to be?
Those questions live at the top of the hierarchy. Belonging. Esteem. Identity.
When your messaging lives at Level 1 and your buyer decides at Level 4, you’ve got a gap. That gap shows up as long sales cycles, low close rates, and deals that ghost after the demo.
The fix isn’t better copy, more content, or some massive re-brand. The fix is getting your entire revenue team operating at the right psychological messaging level.
THE MODEL BEHIND STORYOS
The Hierarchy of Business Messaging
Every piece of messaging operates at a level in the Hierarchy.
Level 1 is features and functionality. Every competitor sounds the same here.
Level 2 is trust and safety. Important, but expected. These two levels are the cost of entry. They don’t win deals.
Level 3 is where the buyer starts to feel understood. They see themselves in your customer stories. They recognize their own challenges in your language.
Level 4 is where the buyer starts to feel confident. Choosing you makes them look competent to their board, their team, their peers.
Level 5 is where the buyer sees transformation. Your product isn’t a tool. It’s a vehicle for becoming the leader, the company, the team they aspire to be.
Most revenue teams produce content at Levels 1 and 2. Most buying decisions happen at Levels 3, 4, and 5.
That mismatch is the most expensive invisible problem in B2B SaaS.
Send me your homepage URL. I’ll map every line of copy to the Hierarchy of Business Messaging and send you a one-page report showing where your messaging lives, where your buyers decide, and where the gap is costing you.
THE STORY OPERATING SYSTEM (STORYOS)
StoryOS™ is an operating system for your messaging built on how buyers actually decide.
StoryOS maps your product’s value to the five levels of the Hierarchy of Business Messaging. Then it gives your entire revenue team – marketing, sales, customer success – the specific stories they need at each level, for each persona, at each stage of the buying process. An operating system for how to craft and tell stories that live above the influence line on the Hierarchy.
Your marketing team gets content that speaks above the noise.
Your sales team gets stories that match where the buyer already is.
Your CS team gets narratives that reinforce why customers chose you.
Everyone tells the same story. But adapted to the moment.
The result: leads that are already warm when they arrive, sales conversations that move faster because they buyer feels understood, and close rates that go up because your story matches how they make decisions.
What StoryOS Includes:
- A full messaging level audit of your current content
- The Hierarchy mapping for your product, your personas, your market
- PEACE stories built for each level of the hierarchy
- Story libraries organized by persona, feature, and buying stage
- Team-specific playbooks for marketing, sales, and CS
- Training to make sure every team member can use the system
EVIDENCE
What happens when
messaging moves up the hierarchy.
Client Success Story:
BEFORE:
A B2B healthcare SaaS app. their homepage was 88% Level 1 and 2 messaging. Features, functionality, compliance. Every competitor said the same things.
THE SHIFT:
We ran a full messaging level audit, identified the gaps, and rebuilt their homepage copy using the Hierarchy model. The messaging moved from “generic tool” to “culture strengthening platform”.
AFTER:
70% of the new messaging operates above the influence threshold – at Levels 3, 4, and 5. The homepage now speaks to belonging, esteem, and identity.
What revenue leaders say about
working with me.
“Working with Cameron was part discovery tour, part masterclass in strategic brand thinking. His ability to guide us on a journey made it clear to me from the start that his process would end with success. His skill in iterating, collaborating, and quietly herding so many disparate opinions and agendas is a testament to his expertise. The result was a name and identity for our product that feels both inevitable and fresh – exactly what we were looking for. And re-adding ‘ethos’ to my vocabulary was an unexpected bonus.”
David Pawelke
COO, MAJIQ Inc.
“Cameron delivered a product naming and branding project that exceeded our expectations. His innovative approach and thorough research provided us with opportunities we had not previously considered. The project not only took shape faster than any similar projects we’ve undertaken but also showcased a level of creativity that was truly impressive. Cameron’s expertise and leadership were invaluable to the success of this project.”
Tyler Linderman
VP Growth & Marketing, Bricz / Turio
“What sets Cam apart from other marketing teams I’ve worked with is the time and effort invested in truly understanding our purpose and target audience. His ability to capture the essence of what we wanted to achieve, particularly the human side of our services, was remarkable. Overall, Cam exceeded our expectations and delivered a product that perfectly encapsulated our vision.”
Julie Aube
CEO, ParentPulse Coaching
“Cameron’s value is in how he thinks – and then how he turns that thinking into something actionable. He is easily one of the most creative professionals I have met in my career, and from brand positioning to marketing strategy to hands-on execution, he’s been a huge asset to every company I’ve brought him into. There’s a reason I keep calling.”
Steve Robertson, MSc, ICD.D
Serial Entrepreneur, Investor, CEO/Owner
“Cameron’s one of my go-to strategic creative partners for brand and naming work. Every time I bring him in, he brings sharp instincts, a ridiculous amount of research, and a creative approach that gets clients aligned fast. Our clients love him which helps us build trust, accelerate decisions, and grow the business. He’s a force multiplier.”
Dilya Abushayeva
Entrepreneur, CEO/Founder of Mavuus
HOW THIS WORKS
Three ways we can work together.
Each one depends on how much you want to hand off.
The more I do, the less your team has to figure out on their own.
StoryOS™ Foundation
DONE BY YOU
Your marketing team is capable.
They just need the right playbook.
Foundation gives them that. You get the complete StoryOS methodology – the Hierarchy of Business Messaging, the PEACE story structure, templates, and an 8-module video training series. Everything they need to audit your current messaging, identify the gaps, and rebuild from the ground up.
Cameron isn’t running sessions. He’s not on calls with your team. This is a fully built system they work through on their own timeline.
BEST FOR:
Companies with a capable marketing team and the internal bandwidth to run a structured process. Leadership needs to stay engaged. This only works if someone owns it.
WHAT’S INCLUDED:
- Full StoryOS methodology and the Hierarchy of Business Messaging
- 8-module video training series (~4hrs)
- Implementation templates and worksheets
- 90 days of email support
- Monthly group Q&A call with Cameron
- Your full Messaging Hierarchy Report (sentence-level analysis of your homepage)
TIMELINE:
Self-paced.
INVESTMENT:
$4,500
StoryOS™ Accelerator
DONE WITH YOU
Cameron runs the sessions.
You show up and make decisions.
Foundation is a system your team runs. Accelerator is a process Cameron leads.
Over six weeks, Cameron runs live workshops with your revenue leadership, builds your narrative architecture alongside them, and trains each of them on how to use it. Your team does implement, but they do it with Cameron in the room.
The price difference reflects Cameron’s time. Six weeks of workshops, training sessions, and weekly calls is a different engagement entirely. Your team isn’t learning a system and figuring it out. They’re being walked through it by the person who built it.
That’s also why Accelerator finishes in 6 weeks while Foundation could take 8 or more. When Cameron is running the sessions, things move on a fixed schedule.
BEST FOR:
Companies with strong internal teams who need expert guidance to get it right. Leadership is ready to commit to a structured engagement. Budget exists. Speed matters.
WHAT’S INCLUDED:
- Full diagnostic (stakeholder interviews + homepage analysis)
- Messaging Hierarchy Audit across your homepage, sales deck, and top 3 marketing assets
- 3 half-day workshops with revenue leadership
- Collaborative narrative architecture build
- Live training for each team: marketing, sales, and customer success
- 4 weekly check-in calls
- Custom deliverables package
TIMELINE:
6 weeks from kickoff to implementation
INVESTMENT:
$22,500
StoryOS™ Full Build
DONE FOR YOU
This is the engagement where Cameron owns the work.
He starts with a deep diagnostic—stakeholder interviews, customer research, full content audit. Then he builds your narrative architecture from scratch: your hierarchy positioning, your PEACE stories, your team playbooks. Your people show up for workshops and feedback sessions. Cameron does the rest.
The investment reflects that. You’re not paying for a system or guided sessions. You’re paying for Cameron to lead the work, take it off your plate, and deliver something your entire revenue org can run on.
Eight weeks to build it. Sixty days of coaching to make sure your teams actually use it. Optional retainer if you want Cameron to stay in the picture as you scale.
BEST FOR:
Companies that need this done right and don’t have time to learn by doing. Highest success rate. Highest investment. Least time required from your team.
WHAT’S INCLUDED:
- Complete diagnostic with customer interviews and full content audit
- Complete Messaging Hierarchy Audit across all customer-facing content
- 4 half-day workshops
- Cameron-led narrative architecture: hierarchy positioning, PEACE stories, team playbooks
- Team-by-team implementation coaching
- Bi-weekly coaching calls for 60 says post-build
- Optional ongoing retainer at $3,500-$7,500/mo
TIMELINE:
8 weeks + 60 days coaching
INVESTMENT:
$47,500
You have questions.
Let’s have a quick chat and get you some answers.
ABOUT ME
I’ve spent 25+ years learning
why stories sell and features don’t.
I started in film and video.
I’m not going to redesign your website or write your ads and emails. I will give you the framework, the guidelines, the border control around your brand so your team (or agency) can.
Then I brought that into B2B.
Worked with PointClickCare during their meteoric growth from mid-market player to $5B+ unicorn. Built award winning messaging and campaigns for GE Healthcare Global, Auvik Networks, Lenovo Worldwide.
Along the way, I noticed a pattern.
The companies that won weren’t the ones with the best product. They were the ones whose story connected to something deeper in the buyer. Something about identity. About who the buyer got to become by choosing them.
That pattern became the Hierarchy of Business Messaging.
The Hierarchy became StoryOS.
I don’t write your ads.
I don’t run your campaigns.
I don’t manage your team.
I build the messaging infrastructure your entire revenue org runs on.
Then I make sure your people know how to use it without me.
Before we talk: Is this a fit?
I work with a specific type of company, at a specific stage, with a specific problem.
This is a fit for you if:
- You run marketing or revenue at a B2B SaaS company doing $5M+ ARR
- You have a team of 10+ people across marketing, sales, or CS
- Your team is talented but junior – they need a system, not just more experience
- Deals are taking too long to close, even when leads are qualified
- Your content gets produced on schedule but doesn’t move the needle
- You’ve tried agencies or consultants before and it didn’t stick, or it was just more of the same content with a different look
- You know something is off with your messaging but you can’t put your finger on what
This probably isn’t a fit if:
- You’re pre-revenue or below $3M ARR
- You need someone to run campaigns or manage your team
- You want a quick-fix tagline, not a system that can scale and flex
- Your messaging is already working and you just need more distribution
- You’re looking for a fractional CMO (that’s a different role)
If the first list sounds like you, let’s talk.
LET’S DO THIS
Start with the
Free Hierarchy Report
Send me your homepage URL and I’ll run it through the Hierarchy of Business Messaging. You’ll get a one-page report showing the level distribution of your messaging, a letter grade, your biggest gap, and what that gap likely costs you in pipeline velocity.
No call required. No pitch. Just the free report.
Rather chat first?
No pitch, no pressure. Just a real conversation about whether I’m the right fit to help you get unstuck.