Who This Helps
This is for every Growth Marketer who’s ever had a brilliant insight from the Market Intelligence & Positioning course die in a meeting. You know the data, but your boss or the budget holder doesn't see the 'so what?' This is how you bridge that gap.
Mini Case
Sam's team found a competitor's feature gap affecting 23% of their shared target audience. The initial pitch? "We should build this." It went nowhere. After reframing it as a story about reclaiming lost market share and a 15% potential revenue lift, the project got greenlit in one week.
Do This Now (5 Steps)
- Start with the Headline: Before any slide, write one sentence. What's the single biggest thing they need to know? (e.g., "We can capture 15% of Competitor X's users by solving their top complaint.")
- Connect to a Business Goal: Map your insight directly to a goal they care about: revenue, retention, or market share. Use their language.
- Show the 'Before & After' Picture: Paint a quick scene of the customer's current frustration, then show how your solution changes their world. Make it human.
- Present the One Clear Ask: What do you need from them? Approval, budget, a pilot team? Be specific. One ask per story.
- Prep for the 'Yeah, But...': Anticipate their top 3 objections and have your data-backed counters ready. This shows you've done the work.
Avoid These Traps
- The Data Dump: Don't show every chart. Pick the two that tell your story best. The rest are backup slides.
- Leading with Methodology: They care about the destination, not the map. Save the 'how we found this' for appendix.
- Using Jargon: Replace 'market saturation' with 'our space is getting crowded.' Speak like a human, not a textbook.
- Being Married to the Data: If a stakeholder has a gut feeling, explore it. Your analysis is a tool for conversation, not a final verdict. Be ready to adapt.
Your Win by Friday
Your mission isn't just to analyze; it's to activate. Think of it like being a tour guide for your data—you're showing stakeholders the most important sights, not handing them a raw guidebook. Pick one insight from your work this week and frame it using the 5 steps above. Practice it out loud. You'll be surprised how much clearer—and more persuasive—it sounds. Go get that 'yes.'