Stories drive revenue (not AI)

Stories are our most powerful tool. 

Many of us are being told nothing about our old playbook works and to hand most of our work over to AI. 

Over the last few weeks, I’ve been reminded that isn’t quite true. Stories have always worked. They continue to today. 

That shows in our own data where client success stories and podcast conversations drive more attributable revenue than any other content we create. 

As I sat in back-to-back conversations documenting recent client HubSpot transformations, I was reminded that we always (and maybe now for more than ever) want to see something real. Real stories connect us to relatable challenges, inspire us to solve problems head-on, and show us what's possible.

Each recent client story I heard followed a similar pattern: growth creates pressure and problems. At Denamico, our work only begins after our clients’ innovation meets growth. 

Take the sports tech company that doubled in size and suddenly faced $500k in at-risk renewals. Manual billing couldn't keep up with their growing client base and they had just two months to automate before renewal deadlines hit. Using HubSpot, they secured the $500k in revenue and now all new deals create subscriptions automatically, saving them 1,000 hours annually.

A major franchisor with multiple brands was struggling under the weight of legacy software and data in spreadsheets. This created a large operational challenge: no pipeline visibility between their FranDev and Real Estate divisions. Now they have centralized reporting and unit tracking across teams. The corporate team is saving at least 900 hours annually and finally has reporting insights across their entire network of franchisees and locations.

We operate within the RevOps framework of: People → Process → Data → Technology. 

These stories show the reality for our clients looks more like: People Innovate → Growth Happens → Processes Evolve → Data Informs → Technology Supports Future Scale.

When growth outpaces systems, that’s where we see the biggest transformations happen.

The same is true for the stories we tell. Every time we pause to look back, we uncover the insights that drive our next stage of growth.

If you’re deciding what to focus on next, start with your customer stories. 

• Listen to your team.
• Talk with your clients.
• Learn both your wins and your blind spots.
• Tell stories of real outcomes over projected possibilities. 

This may be the most energizing, insightful and impactful work you do all year.