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.
Pick the path that fits your team.
Every engagement starts with the same diagnostic.
What changes is how deep we go and who does the work.
StoryOS™ Foundation
Learn the system.
Run it yourself.
WHO ITS FOR
CMOs or CROs with a capable team that needs direction, not hand-holding. You want the methodology, the tools, the training. Your people handle the execution.
WHAT YOU GET
- Your full Messaging Hierarchy Report (the deep version – sentence-level analysis, not just the summary)
- Full StoryOS methodology and training (8 modules, ~4hours of video)
- Messaging Level Audit of your current content
- Hierarchy mapping templates and worksheets
- PEACE story-writing frameworks with examples
- Implementation guide for marketing, sales, and CS teams
- 90 days of email support + 3 monthly 30min group Q&A calls
TIMELINE
Self-paced. Most teams complete in 6-8 weeks.
BEST FOR
Companies that want to explore whether strategic clarity is what they actually need.
INVESTMENT
$4,500
StoryOS™ Accelerator
I TRAIN YOUR TEAM.
WE BUILD IT TOGETHER.
WHO ITS FOR
CMOs or CROs who want hands-on guidance through the build. Your team does the work, but I’m “in the room” running workshops, reviewing output, and course-correcting in real-time.
WHAT YOU GET
- Messaging Hierarchy audit across your homepage, sales deck, and top 3 marketing assets
- Full diagnostic (stakeholder interviews, content audit, competitive analysis)
- 3 half-day workshops with your revenue leadership team
- Collaborative narrative build using the Hierarchy model
- 2-hour training session for each team (marketing, sales, CS)
- PEACE story library – first 10 stories written together
- 4 weekly 1-hour coaching calls during implementation
- All Foundation materials included
TIMELINE
6 weeks from kickoff to implementation
BEST FOR
Companies with junior or mid-level teams that need expert guidance through the process. This is the most popular option.
INVESTMENT
$22,500
StoryOS™
Full Build
I BUILD THE ENTIRE SYSTEM. YOUR TEAM INHERITS IT.
WHO ITS FOR
CEOs, CROs, or CMOs who want the messaging infrastructure built right, built fast, and handed off ready to run. I lead everything. Your team’s job is to show up, give input, and learn the system as it’s built around them.
WHAT YOU GET
- Complete Messaging Hierarchy audit across all customer-facing content
- Complete diagnostic with customer interviews (not just internal)
- 4 half-day workshops with leadership and cross-functional teams
- Full Hierarchy mapping, persona development, and competitive positioning
- Complete PEACE story library (20+ stories across personas and buying stages)
- Team-specific playbooks for marketing, sales, and CS
- Implementation coaching for 60 days post-delivery
- Bi-weekly check-ins to ensure adoption sticks
- Optional ongoing retainer ($3,500–$7,500/month)
TIMELINE
8 weeks from kickoff to deployment + 60 days coaching
BEST FOR
Companies that need this done right and don’t have time to learn by trial and error. Highest success rate.
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.