Taking AWS to the whole C-suite.
Executive go-to-market that put Amazon Web Services in front of every member of the C-suite.
CLIENT
Amazon Web Services
ENGAGEMENT
Strategy · Sales narrative · Activation
AUDIENCE
[Decision-maker / market]
THE IMPACT
5
C-suite personas, one narrative.
340
Executive first meetings opened in six months.
2.6x
Second-meeting rate versus the legacy pitch.
01 — THE CHALLENGE
The IT-only pitch stopped earning the room.
AI made every executive a technology buyer, and each one asks a different question, from growth to cost to risk. A pitch built for IT leaves the rest of the C-suite with nothing to hold on to. Enterprise buying decisions now run through committees, and a seller who can speak to only one seat tends to stall after the first conversation. AWS needed to sell to all of them, with success measured in meetings and pipeline rather than applause.
02 — the solution
One narrative, five personas, built to book meetings.
We built a single narrative and told it five ways, one for each C-suite persona, in that executive's language and with the proof that earns the next conversation. The decks were designed so the field runs them unsupervised, which keeps a seller in month six as sharp as a seller on day one. We then planned the dinners, panels and show floors, including Groceryshop and Shoptalk, where first meetings get booked, with named target accounts and the follow-up set before each event. In six months the work opened 340 executive first meetings, and they earned a second meeting at 2.6 times the rate of the legacy pitch.
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YOUR NEXT MOVE
Have a number to hit?
Let’s make the work that moves it.