To gain support for investment and demonstrate marketing’s progress toward audience and business value, B2B CMOs and other marketing leaders must effectively communicate marketing’s value by going beyond reporting on a set of KPIs, which paint an incomplete picture of marketing’s business value. Done well, it can inspire change and investment to drive growth; done poorly, it can lead to perceptions of marketing as a cost center with limited business impact. Marketing leaders must develop narrative skills to articulate value in a compelling way. This report shows how to use storytelling effectively to open business stakeholders’ eyes to marketing’s holistic impact on the business.