The big picture: This episode gives you something rare: the comms strategy and the CEO’s take on its impact.Why it matters: Michael Passanante at Capital Rx is proving that in a long sales cycle, communication isn’t a support function, it’s the strategy. His team built a program that educates the market, aligns the business, and drives attributed revenue.Then we bring in the CEO.AJ Loiacono shares exactly how he sees the value of comms:“If your team isn’t performing, you won’t be taken seriously in that first step.”What you’ll learn: — How to activate internal experts as communicators — How comms builds trust over a 3-year sales cycle — How to drive internal alignment and external credibility — Why the CEO sees comms as a force multiplierBottom line: This is the episode every comms pro should play for their executive team.