Corporate Visions

Messaging Research and Resources

This collection of articles and resources, authored by experts like Evan O’Donnell, Madeline Cunningham, Roberto Parra, and Anton Rius between 2024 and 2026, provides detailed strategies on crafting distinctive B2B sales messaging through set-piece storytelling, competitive differentiation, buyer psychology, and practical checklists to help sellers create compelling, friction-based messages that resonate with buyers, stand out from competitors, and effectively move deals forward.

How to Build Set-Piece Stories That Win

Learn how to build set-piece stories that help sellers win buyer conversations by matching the right story to critical moments.

  • Author: Evan O’Donnell
  • Date: May 21, 2026

Competitive Differentiation: How to Stand Out in B2B Sales

Win competitive differentiation. Discover how to avoid value parity, build a compelling message, and create a sales experience buyers remember.

  • Author: Madeline Cunningham
  • Date: April 22, 2026

Friction > Formula: Crafting Messages You Can’t Get from a Prompt

If your messaging sounds like everyone else’s, learn why friction—not formula—is the key to standing out.

  • Author: Roberto Parra
  • Date: April 16, 2026

The Secret Magic of Set-Piece Storytelling

Win complex deals with set-piece storytelling. Align stakeholders faster, surface hidden risks, and move buying groups toward a clear decision.

  • Author: Evan O’Donnell
  • Date: April 10, 2026

Acquisition vs. Expansion Selling: Same Product, Different Psychology

Acquisition vs. expansion: Why the same sales message that wins new logos can backfire in existing accounts. A practical look at the buyer psychology at play.

  • Author: Anton Rius
  • Date: March 17, 2026

Checklist: Messaging That Moves Deals

Use this three-step checklist to develop and deploy a new message that highlights what makes you different.

  • Author: Roberto Parra
  • Date: October 17, 2025

Break Through the Noise: Use Messaging to Create Contrast, Hold Price, and Win More Deals

See how to blend human expertise, buyer evidence, and AI to surface unique messaging angles for clearer contrast, faster adoption, and fewer price-driven deals.

  • Author: Roberto Parra
  • Date: October 6, 2025

Match Your Message and Skills to Your Buyer’s Situation

Use this planner to develop your message and determine the skills necessary for specific sales conversations.

  • Author: Roberto Parra
  • Date: September 24, 2024

To Challenge or Not To Challenge?

See how to match your message to the buying moment, and tailor your approach for acquisition vs. expansion conversations.

  • Author: Roberto Parra
  • Date: September 12, 2024

Why Return – New Research Reveals the Most Effective Win-Back Messages

Find out the best message to use when trying to win back former customers.

  • Author: Roberto Parra
  • Date: May 18, 2023

Do the Hard Sales Conversations

Selling is never easy, but some conversations are definitely harder than others. Use these three research-backed frameworks to tackle some of the hardest sales conversations.

  • Author: Eric Nitschke
  • Date: February 20, 2023

Customer Acquisition vs. Customer Expansion

Learn science-backed messaging strategies to skillfully differentiate your acquisition and expansion approaches.

  • Author: Roberto Parra
  • Date: December 22, 2022