Who This Helps
This is for the Growth Marketer who’s run the tests, knows what works, but hits a wall when asking for budget. You need to move from ‘interesting data’ to ‘approved plan.’ The Channel Basics: Offers & Creative course is your playbook for this exact moment.
Mini Case
Your A/B test shows a new ad creative is beating the control by 18% on click-through rate. You need $5,000 to scale it. You present the 18% lift. Your stakeholder asks, ‘So what does that mean for revenue next quarter?’ Cue the awkward silence. Let’s fix that.
Do This Now (5 Steps)
- Start with the ‘So What?’ Before building your deck, finish this sentence: ‘If we invest in this creative, we will ______ by [date].’
- Bridge Data to Dollars. That 18% CTR lift? Model it. Show how it translates to 150 more leads per month at our current conversion rate.
- Present One Clear Recommendation. Don’t give them three options to choose from. You’re the expert. Say, ‘We should allocate the $5K here.’
- Visualize the Timeline. Use a simple Gantt chart. Block out 2 weeks for asset production, a 1-week soft launch, and the full 30-day campaign run.
- Define the Next Single Action. End your meeting by saying, ‘If you approve this today, I’ll have the first ad copy in your inbox by 5 PM.’ Make it easy to say yes.
Avoid These Traps
- The Data Dump: Flooding slides with every chart from your analytics platform. It’s overwhelming.
- Jargon Jungle: Using terms like ‘funnel velocity’ or ‘multi-touch attribution’ with non-technical stakeholders. They’ll tune out.
- The Apology: Starting with ‘This might not work, but…’ or ‘I’m not sure, however…’ Kill your own credibility before you start.
- No Clear Ask: Ending your presentation without a specific request for approval, budget, or resources.
- Ignoring Mission Problems: The course teaches you to diagnose issues like ‘offer-message mismatch.’ If that’s the core problem, don’t just ask for a new color palette on the ad.
Your Win by Friday
Your win isn’t a ‘maybe’ or a ‘let’s circle back.’ It’s a signed email approval for your test budget. Frame your analysis as a story of opportunity, not just a report. You’ll turn those stakeholder nods into a real ‘Go for it.’ Now go get that yes. You’ve got this.