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[![Narrative Partners](/assets/narrative_partners_logo-CsNlbFb2.webp)](/)

[For Sales Leaders](/sales-leaders)[For Marketing Leaders](/marketing-leaders)[Story-Market Fit](/story-market-fit)[Benchmarking](/benchmarking)[Clients](/clients)[Blog](/blog)[About](/about)[Get in Touch](/about#contact)

About Us

# A decade of building Google's B2B storytelling muscle 

We created Narrative Partners to bring the narrative discipline we built at Google to B2B technology companies everywhere.

Our Team

![Matt Maltby](/assets/maltby-headshot-ykMSJNeU.png)

Co-Founder & Managing Partner

## Matt Maltby

University of Oxford · Google Ads Narratives and Thought Leadership

Matt led Global Narratives and Thought Leadership for Google Ads, where he created Google's most successful B2B narrative: 'Micro-Moments' – a concept that launched mobile-first Search advertising and seeded over 100M results as marketers adopted it industry-wide.

Previously Head of Consumer Marketing for Google Shopping, Matt brings 15+ years of experience across brand and product marketing, from Google and YouTube to design-led startups. He studied design thinking at Stanford's d.School and holds a Master's from the University of Oxford.

![Jim Lecinski](/assets/lecinski-headshot-XqVA73y3.webp)

Co-Founder & Executive Partner

## Jim Lecinski

Northwestern Kellogg · Google Sales VP

Jim is a Clinical Professor of Marketing at Northwestern University's Kellogg School of Management, where he teaches Marketing Strategy, Omnichannel Marketing, and AI in Marketing. He was named Kellogg Professor of the Year.

Previously Vice President of Customer Solutions at Google for 12 years, Jim authored 'Winning the Zero Moment of Truth' (ZMOT) – read by over 300,000 marketers worldwide – and 'The AI Marketing Canvas', published by Stanford University Press.

Jim brings 30+ years of marketing strategy experience and deep expertise in how technology companies should go to market.

Our Process

## Five phases to Story-Market Fit 

01

### Analyze

We analyze your product, positioning, competitors, ICPs, buyer maps, sales pipeline, and market dynamics. Using our AI Narrative Scoring and Benchmarking system, we show how your narrative compares with competitors and best-in-class standards – and where it's performing well or falling short with specific buyers.

02

### Prototype

We prototype 1–3 new narratives based on our analysis and quantitative view of storytelling excellence. We assess and refine using AI scoring and personas, then produce a prototype narrative deck for validation.

03

### Validate

We validate internally (execs, sales, marketing, PR), externally (customers, prospects, lost prospects), and with research tools like MaxDiff. This is where we demonstrate Story-Market Fit – ensuring the narrative works in practice before we build and scale it.

04

### Build

We create the validated positioning, messaging, and narrative. We produce a lighthouse deck, a narrative handbook, and an evergreen brief – so your teams and agencies can scale the narrative with quality and consistency.

05

### Scale

We help roll out the narrative internally and externally – doing the work ourselves, bringing in specialist partners, or working alongside your existing teams.

Contact

## Let's talk about your narrative 

Ready to explore Story-Market Fit for your organization? Reach out and we'll set up an introductory conversation.

[hello@narrativepartners.com](mailto:hello@narrativepartners.com)

## Get in touch

Tell us a bit about your team and what you're working on. We'll reply to your email.

Send message

### Solutions

[For Sales Leaders](/sales-leaders)[For Marketing Leaders](/marketing-leaders)

### WORK

[Story-Market Fit](/story-market-fit)[Benchmarking](/benchmarking)[Clients](/clients)

### Company

[About](/about)[Blog](/blog)[hello@narrativepartners.co](mailto:hello@narrativepartners.co)

![Narrative Partners](/assets/narrative_partners_logo-CsNlbFb2.webp)© 2026 Narrative Partners. All rights reserved.