Proving Narrative Impact for Product Marketers

This case study was created from an episode of the Product Marketing Adventure Podcast. It has been adapted into Dusted's case study format to preserve and showcase the guest's real-world experience. Written to preserve the voice of the true author, Julien Sauvage.

In mid-2021 at Gong we combined a rebrand with a new narrative that was bigger, bolder, more enterprise-ready, and clearly differentiated. The visual brand we shipped then is still largely in place today. Sales’ immediate question was the one every PMM hears: cool new story, but how does this help me win more deals, win them faster, and close bigger ones?

We had content-management systems that could track deck adoption, but those were pure vanity metrics with no proven correlation to revenue. Product marketing spans the entire funnel—awareness, deal acceleration, even post-sale adoption—so the menu of possible metrics is huge. Without a single, defensible measure, it was nearly impossible to show stakeholders that the new narrative actually moved the business.