Interana Narrative + Messaging Overhaul

Interana was operating with strong product capabilities, but messaging and go-to-market efforts lacked alignment across teams. Different functions were telling slightly different versions of the story, creating friction in both marketing and sales.

The opportunity was to bring clarity to the narrative and create a more structured foundation that could be used consistently across the organization.

What I led

• Led cross-functional messaging overhaul across marketing and sales

• Developed corporate narrative and positioning frameworks

• Built audience-specific messaging aligned to key personas

• Created sales enablement materials to support clearer conversations

• Partnered with marketing and sales leadership to align on core story

• Introduced more structured approach to campaigns and lead tracking

Aligning teams around a shared story

A key focus of the work was not just defining messaging—but ensuring it was adopted and used consistently across teams.

Areas of impact

• Narrative + positioning

  Established a clear, unified story across the organization

• Cross-functional alignment

  Brought marketing and sales into closer alignment around messaging and execution

• Sales enablement

  Equipped teams with clearer, more effective materials for customer conversations

• Process + structure

  Improved campaign tracking and alignment between marketing efforts and outcomes

Impact

• Improved consistency in how the company communicated across teams

• Strengthened alignment between marketing and sales

• Created a clearer foundation for ongoing campaigns and growth

• Increased visibility into performance and ROI