Your pitch should aim for one thing: the next conversation, not the sale. When the speaker called his business an "analytics consulting agency," people glazed over. Reframing it as "helping companies derive actionable insights from their marketing data" changed everything.
Your initial informal pitch has one job, earn the next conversation, not close the deal. When we started selling analytics years ago, I used to go around and say, we have an analytics consulting agency. It felt great to say we're consultants. That got us blank stares. When we switched to, we help companies derive actionable insights from their marketing data, It changed the entire conversation. Same service, different framing.
