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Lead B2B software transformation
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Module 9
The Change Narrative and Internal PR
1
Storytelling for Organizational Change
Craft a compelling story of change that connects the transformation to organizational purpose.
2
Communicating Tech Value to Non-Technical Audiences
Translate technical shifts (microservices, AI) into value-based narratives for non-technical audiences.
Tailoring Messages for Diverse Stakeholders
Design tailored messaging for different stakeholder groups including Sales, Customer Success, Finance, and Engineering.
4
Internal PR Campaign Planning
Develop an internal PR campaign plan with channels, cadence, and content types.
Storytelling for Engagement: Hero's Journey & Before/After
Apply specific storytelling techniques such as the hero's journey and before/after framing to sustain engagement throughout the transformation.
Measuring Narrative Impact: Designing Feedback Mechanisms
Design qualitative and quantitative feedback mechanisms (e.g., surveys, focus groups) to measure the effectiveness of the change narrative.
Previous module
Go-to-Market Transformation
Next module
Change Agent Resilience and Ethics