It’s become too focused on tools, decks, and internal processes — not the conversations that actually drive revenue.
At Shift90, we’ve replaced it with a sharper, faster lens: Revenue Acceleration
Revenue Acceleration is the structured activation of buyer-led stories, skills, and systems that create commercial momentum across the GTM team — fast.
It’s not about more content.
It’s about crafting a message that resonates, implementing it in the field, and empowering teams to lead with confidence.
That’s why we focus on one key artefact:
The Whiteboard Story — a visual, conversational narrative that reflects how your buyers actually decide.
Buyers control the motion. And when your team gets time with them, they need more than pitch decks — they need to show up fluent in the buyer’s world.
That means understanding the industry context, competitors, triggers, and likely struggles , not product specs.
Research from The Challenger Sale confirmed this: 53% of customer loyalty comes from the buying experience itself.
Not price. Not features. Not brand.
Conversations rooted in insight — and visualised live with a whiteboard or sketch — drive trust faster than any presentation.
When we ask teams to rate their current message clarity before a whiteboard engagement, most score 3–5/10.
After building a story rooted in buyer truth? They rate it a 9 or 10/10.
Why? Because whiteboarding enforces clarity.
There’s no room for filler or jargon. Just the story — told in the way buyers think.
Without story clarity:
Reps default to "product-speak"
Ramp times drag
Pre-sales gets pulled into every call
Teams call too low in the org. because they sound like they should be talking to techies
PowerPoint becomes a crutch
Once the whiteboard story is installed, reps can lead consultative conversations from the first meeting, without slides, scripts, or support.
A well-constructed whiteboard story becomes the anchor for your entire GTM system:
Marketing campaigns and assets
Website messaging
Onboarding and training
Sales sequences and call guides
Because it’s built on actual buyer logic, it travels — and sticks.
Most messaging and training efforts fail because they never change how customer-facing employees present themselves.
To make the story real:
Reps practice through immersive role-play: They will see, say, hear, draw and do the whiteboard story up to 10 times in the time allotted.
Managers coach and reinforce
Teams certify — not just attend
We recommend certification 60–90 days post-install and during onboarding. It shortens ramp, sharpens confidence, and hardwires story ownership.
Your GTM motion doesn’t need more tech or more tactics.
It needs a shared story — one that reflects buyer struggles, shows how you help them make progress, and gives your team the tools to lead that conversation with confidence.
That’s what drives revenue.
That’s what we install.
Find out more about our 30-day Whiteboard Activation Sprint.