Why Comms Deserves a Seat at the Revenue Table

For too long, communications has been seen as a support function—called in after the strategy is set and the messaging is “done.” Too often, it’s brought in at the last minute to polish materials instead of shaping the narrative from the start. But in today’s noisy, complex markets, the companies that win are the ones that can clearly articulate why they exist, what they do, and why it matters—over and over again, to every audience.

When comms is engaged early, it changes everything: how the market sees you, how analysts describe you, and how fast your sales team moves deals forward. Strategic communications isn’t fluff. It’s a growth lever.

Successful sales teams leverage communications to tell a consistent story that builds trust and accelerates deals. At one company, I partnered with the head of sales to reframe our pitch decks around customer outcomes. Within a quarter, sales reported shorter deal cycles because prospects immediately “got” our value. As I often say, “When sales and comms are truly aligned, you stop just selling products—you start telling stories customers want to be part of.”

Product teams depend on comms to bring clarity and excitement to launches. I’ve worked on campaigns where complex technologies were distilled into simple, compelling benefit statements. Those stories not only captured media attention but also gave sales and marketing teams a clear, consistent message to rally around.

Executive teams rely on comms to amplify their voices and build visibility where it matters most. Through thought leadership programs, media engagement, and digital campaigns, I’ve seen leaders go from relatively unknown to industry-recognized voices within a year.

Communications isn’t just part of the story—it is the story. And when it’s aligned with business goals, it drives measurable impact across awareness, reputation, and revenue. That’s why comms deserves a seat at the revenue table.