When sales content sounds flat, scripted, or interchangeable, it’s not a rep problem; it’s a messaging problem that kills energy, confidence, and credibility in the room. Drawing on his 20 years of product marketing experience, Larry will show you how to build customer-centric messaging frameworks that help sales teams tell compelling stories, speak with conviction, and lead conversations instead of reading from a card. Key takeaways - A practical framework for creating sales messaging that gives reps confidence and energy in live conversations - How to build customer-led storylines that connect product value to real, high-stakes customer challenges - Techniques for challenging customers constructively by naming problems they recognize but haven’t articulated - How PMMs can translate customer insight into sales content that feels natural, credible, and human