Nebius Head of Marketing, Media & Entertainment | Formerly Google, Meta, Microsoft, Atlassian, Databricks • 1mo
The instinct is to lead with the finding. Don't. Lead with the shared goal. "We're trying to understand why conversion from trial to paid is stalling. Here's what the research showed." Now the finding is in service of a problem everyone already cares about, not a challenge to someone's assumption. The other thing that helps: let the customer do the talking. A direct quote from a buyer carries more weight than my interpretation of the data. I'll often play a clip from a customer interview in the ...Read More
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