Best practices for pitching enterprise products

I recently attended IBMEdge [Disclosure: IBM is a client of the author]. This is the first IBM conference I’ve attended since they hired screen writers and other story tellers to help them more effectively pitch products. The idea of using storytellers is a good one because often product pitches are reduced to nothing more than incredibly dull lists of technology interspersed with performance claims that often are really hard to validate and the end result is, during a show like this, the