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On the show today, I have Gaspard Pastural, creator of PurpleOceans and a B2B SaaS Product Marketing Consultant.
I feel like Gaspard humbled me a lot in this episode. He reframed my questions and came with perspectives on differentiation, sales vs. marketing messaging, how to work with sales in ways I’ve never considered.
What you’ll learn from Gaspard in this episode:
Why differentiation isn’t about features or pricing—it’s about relevance, and how to position around it
Gaspard’s playbook for building messaging that resonates with your audience and their use case
How to align sales and marketing messaging without making them identical
The underrated strategy of designing your website for content consumption, not just lead conversion
How to build persona-specific pages that help the entire buying committee self-qualify
A realistic strategy for earning internal trust before changing messaging or homepage copy
What to do when you’re asked to produce leads but know you need to educate first
How to run scrappy message testing without budget using sales channels, cold outreach, and real conversations
Gaspard’s advice on how to reverse-engineer GTM launches to de-risk your messaging before you scale
Why messaging isn’t just copy. It’s a structural alignment challenge across your org
And so much more.
How to Align Sales and Marketing Messaging, Without Making it Identical
The message itself stays consistent—the core positioning and value prop should not change.
Sales is one-to-one: reps tailor how they present the message based on real-time feedback, buyer reactions, and nuanced conversations.
Marketing is one-to-many: your website, blog posts, and campaigns have to guide everyone through the same story, clearly and efficiently.
Alignment happens at the structure level: ensure sales and marketing are telling the same story, even if the exact words differ.
Practical tip: create messaging frameworks (not scripts) that highlight the core narrative, then let sales adapt it to their conversations.
Gaspard says:
“Sales is one-to-one. Marketing is one-to-many. The message is the same, but how you deliver it has to adapt.”
Here’s what’s covered in our conversation:
00:00 – Why most B2B websites fail: lead gen vs. consumption
01:36 – Gaspard’s LinkedIn writing process and content philosophy
02:32 – The real goal of differentiation: be the most relevant choice
04:15 – What “relevance” means in practice: use cases over categories
06:06 – Why you’ll never out-feature the gorilla in your space
08:05 – The risk of trying to be everything for everyone
09:55 – How poor differentiation breaks messaging, positioning, and conversions
10:55 – Marketing your difference (not just saying you’re different)
11:56 – Sales vs. marketing messaging: aligned, not identical
13:00 – The analogy of explaining your job to everyone at once
14:07 – Three key differences: who, how, and intent
15:34 – Sales is adaptive; marketing is orchestrated
16:03 – Homepage strategy: guide consumption, don’t push conversion
17:29 – How to enable sales without dictating scripts
19:56 – PMMs as collaborators, not message enforcers
21:21 – Messaging as a structural alignment challenge
22:32 – Why your messaging must support the full buying committee
24:48 – Persona-based pages and website structure as messaging tools
28:08 – How PMMs can earn internal trust to shift company messaging
30:25 – The power of step-by-step change vs. the one-big-pitch trap
32:01 – Underrated GTM principle: reverse-engineer your launch
33:56 – How to do message testing without budget (and what not to do)
36:27 – Cheap, scrappy message testing strategies that work
38:14 – Why content is a long-term play, and why sales is faster for insights
41:17 – Final takeaway: reverse engineer everything to de-risk your work
42:53 – What living is all about: “Having no regrets and being proud”
45:36 – Where to find Gaspard online
👉 Where to find Gaspard
LinkedIn: https://www.linkedin.com/in/gaspardpastural/
Website:
Substack:
👉 Where to find Josh
LinkedIn: https://www.linkedin.com/in/joshua-chronister/
Substack:
YouTube: https://www.youtube.com/channel/UCUdKBktrLJWzNMDS45fh_Bg
Referenced
Gab Bujold: https://www.linkedin.com/in/gabriel-bujold/
Emma Stratton: https://www.linkedin.com/in/emma-stratton-punchy/
Salesforce: https://www.salesforce.com/
HubSpot: https://www.hubspot.com/
Folk CRM: https://www.folk.app/
Breakcold: https://www.breakcold.com/
Created by Josh Chronister
I interview the best product marketers and tech companies who create messaging that resonates with their buyers. Come learn from them, so you can hit ‘Publish’ with confidence.
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