The big picture:
This episode gives you something rare: the comms strategy and the CEO’s take on its impact.

Why it matters:
Michael Passanante at Capital Rx is proving that in a long sales cycle, communication isn’t a support function, it’s the strategy. His team built a program that educates the market, aligns the business, and drives attributed revenue.

Then we bring in the CEO.

AJ Loiacono shares exactly how he sees the value of comms:

“If your team isn’t performing, you won’t be taken seriously in that first step.”

What you’ll learn:
— How to activate internal experts as communicators
— How comms builds trust over a 3-year sales cycle
— How to drive internal alignment and external credibility
— Why the CEO sees comms as a force multiplier

Bottom line:
This is the episode every comms pro should play for their executive team.