FOR CMOs AND CROs AT B2B SAAS COMPANIES DOING $5M+ ARR
Your competitors aren’t out-building you.
They’re out-explaining you.
The leaders who fix this first become the ones everyone else calls for advice.
StoryOS™ is how you fix it.
* 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 producing more content than ever. Nothing’s moving the needle.”
You’re not under-working this. The message is wrong.
“My team is capable. But I just can’t show them what good looks like.”
That’s not a talent problem. That’s a system problem.
“We keep losing deals to competitors with weaker products.”
They’re not out-building you. They’re out-explaining you.
“We hired an agency. Spend the budget. Nothing changed.”
They executed well. The foundation was shaky before they started.
THE PROBLEM
You’re missing the point.
Your buyer gets on a demo. Your rep walks through the features. The buyer says ‘looks great, we’ll circle back.’
They don’t circle back.
That’s not a follow-up problem. That’s a messaging problem.
Your rep probably spoke at Level 1. Features, functions, integrations. But the buyer was deciding at Level 4. Will this make me look smart to my board? Will my team actually use it? Am I backing the right horse? Will this give me something else for my LinkedIn profile or resumé?
Nobody on your team knew to answer those questions. Because nobody built the language for it.
That’s the gap. And it’s costing you deals you should be winning.
THE MODEL BEHIND STORYOS
The Micules Hierarchy of Business Messaging
Aligned with Maslow’s Hierarchy of Psychological Needs, the Micules Hierarchy of Business Messaging looks at what you’re saying compared to what your prospects or buyers need to hear.
Most companies live and talk at Levels 1 and 2.
Features. Functions. Trust badges. Compliance certifications. The stuff that says “we exist and we work.”
Your buyer already assume that. They’re not making a decision on those things.
They’re deciding here:
Level 3: Does this company understand my world?
Level 4: Will choosing this make me look smart?
Level 5: Does this help me become the leader I’m trying to be?
That’s where the decision actually happens. In a conversation your team isn’t trained to have, using language your content was never built to deliver.
The hierarchy isn’t a theory. It’s a map of where your buyers already are.
StoryOS builds the language to meet them there.
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)
Everyone’s selling.
Nobody’s saying the same thing.
Right now your marketing team guesses at what to say, even though they’ve got all their research and SMEs in line. Your sales reps improvise on calls because the decks they have access to are too generic or too focused on current customer logos, a competitor feature comparison matrix, and how many certifications you’ve got. Your CS team uses language that doesn’t match what sold the deal in the first place because they have no idea what the sales reps said in their improvised calls.
Everyone’s working hard. Nobody’s telling the same story.
StoryOS fixes that.
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.
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 it’s like to work together.
“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.