Great post - I would also add that storytellers need to be aware of their surroundings and interpreting the audience's body language to help minimize rambling or telling the wrong story to the wrong audience.
I like how this post is broken down into specific categories. The most important tools are under "Analyzing and Improving". Obviously I use google analytics but haven't used Visual Website Optimizer. Is it like Optimizely?
I love reading the annual report this team sends out every year. It's smart to use tools like mailchimp, google analytics etc. What about something like optimizely? Also, I assume there's the ability to use the startups own tools for automated data collection?
I'm surprised to see this fundraise. They have a strong customer base and I worry when good companies get a huge investments like this and how it could affect the future of the company, it's growth, culture etc.