Why your organization needs a translator between the Boardroom and the Frontline.

By  Abiye Krukrubo, Founder of Brand Direction LLC

When people ask what I do, I give them a title that is a bit of a mouthful: "Corporate Communication Strategist specializing in purpose-driven sales."

Usually, they pause. They are used to meeting "Marketing Directors." They are used to meeting "Sales Trainers."

But they rarely meet someone who does both. And that is exactly why most businesses are struggling to grow.

The Great Divide

In most companies, there is a massive wall between "Corporate Communications" and "Sales."

• The Communications Team (The Strategists): They sit in the headquarters. They worry about brand reputation, ESG scores, and internal newsletters. They speak the language of values.

• The Sales Team (The Grinders): They are out in the field. They worry about quotas, commissions, and objections. They speak the language of revenue.

The problem? They aren't speaking the same language.

Corporate sends out a shiny new mission statement. The sales team reads it, rolls their eyes, throws it in the trash, and goes back to pitch the way they always have.

The Role of the Strategist

My role—and the core mission of Brand Direction—is to tear down that wall.

I am a "Corporate Communication Strategist" because I have the academic background (MSc) to understand high-level brand theory, stakeholder analysis, and crisis management. I understand what the C-Suite is trying to say.

But I specialize in "Purpose-Driven Sales" because I spend my days on the ground—literally door-to-door—facing rejection and closing deals. I understand how the sales team needs to hear it.

What Does This Role Actually Deliver?

When you hire a strategist who understands sales, you stop getting "fluffy" consulting and start getting operational results. Here is what this role delivers:

1. Translation, Not Just Dissemination
Most companies just announce their purpose. I translate it. I take the high-level vision of the CEO and rewrite it into "sales ammo." I turn abstract values into concrete talking points that help a sales rep handle an objection on a Tuesday morning.

2. The "Why" as a Closing Tool
We stop treating purpose as a "nice-to-have." In 2025, customers are skeptical. They buy from brands they trust. I teach your sales team how to use your company's purpose as a differentiator to close the deal—turning your values into a competitive advantage.

3. The Feedback Loop
A pure "Comms" person rarely listens to the sales team. A pure "Sales" person rarely talks to the C-Suite. I bridge that gap. I bring intel from the frontline back to the boardroom, ensuring that your corporate strategy is actually based on market reality, not just wishful thinking.

Conclusion

You don't need another generic marketing agency. You need a strategy that survives contact with the real world.

If you want a pretty logo, hire a designer.
If you want to hit your numbers at any cost, hire a sales mercenary.

But if you want to build a brand that wins because of who you are and what you stand for, you need a Corporate Communication Strategist specializing in purpose-driven sales.

You need Brand Direction.