Product marketers are often caught between two worlds—storytelling that speaks to aspiration, and proof points that satisfy the bottom line. So how do you build messaging that resonates emotionally and lands commercially? In this tactical session, James Doman-Pipe and Alicia Carney share a repeatable approach for balancing philosophical outcomes like peace of mind or confidence with quantifiable impact like revenue growth or time saved. Drawing from their work with early-stage and scaling SaaS startups, they’ll break down how to: - Anchor messaging in outcomes that matter to different decision-makers - Speak to multiple personas without creating fragmented narratives - Align emotional resonance with tangible KPIs that drive deals - Refresh positioning even when product innovation has plateaued Whether you're refining your core narrative, entering new markets, or repositioning a mature product, this session offers practical tools to sharpen your story and make your message move the metrics that matter.