How to Make Your Data-Supported Business Case to the C-Suite

Strategy & Communications
Written By Amanda Retter

January 17, 2025

 

How to Make Your Data-Supported Business Case to the C-Suite

Insights from CEO Angie Smith at PCMA Convening Leaders 2025

Ever wonder how to make a stronger case to your C-suite to gain buy-in for your initiatives? Such as growing your programs or attaining more budget? How can experiential marketers achieve greater success in making a compelling business case and confidently navigating executive conversations?

In a dynamic and enlightening session at PCMA Convening Leaders, Angie Smith, CEO of InVision Communications, shared hard-earned lessons on presenting data to the C-suite. Her presentation, “Making My Data-Supported Business Case to C-Level,” provided attendees with actionable strategies to secure executive buy-in by aligning with their priorities and speaking their language.

Drawing on her experiences, Angie emphasized the importance of aligning your message with your audience’s goals and priorities. Here are key takeaways:

Understand the Executive Mindset

Executives are laser-focused on business outcomes. While event metrics like content delivery scores or attendee demographics might excite event planners, executives prioritize revenue, ROI, cost savings, long-term strategic impact, and actionable insights. Tailor presentations to these priorities. Before walking into the boardroom, ask yourself:

  • • How does this data align with company goals?

  • • What insights will drive decision-making at the executive level?

Focus on Impact, Not Details

Overly detailed presentations will fall flat with executives. The takeaway? Granular data serves as your foundation; only present high-level outcomes that demonstrate the program’s impact. Distinguish between “vanity metrics” (e.g., attendance numbers) and “value metrics” (e.g., ROI, customer retention). Use benchmarks and comparisons to provide context and credibility to your data.

  • • Highlight results over processes. For example, instead of detailing the mechanics of a sales kickoff event, emphasize how it drove revenue growth or increased sales pipeline velocity.

  • • Every data point shared should serve a purpose. If it doesn’t answer “why this matters,” leave it out.

Lead with a Story

Data alone won’t capture attention. Executives want a narrative—a compelling story that connects numbers to impact. Begin with a clear and relatable challenge, show how your initiative addressed it, and conclude with measurable outcomes.

  • • Structure your story to engage quickly: “Tell me a story, don’t just give me info.”

  • • Use visuals, analogies, and concise framing to make your points resonate.

Tie It All Together: The “Now What?” Factor

An executive presentation shouldn’t simply present data; it should connect the dots between the initiative, the story, and organizational goals.

  • • Clearly articulate how your program contributed to achieving the company’s objectives.

  • • Conclude with a clear “now what?”—providing actionable recommendations or next steps based on the data.

Embrace Constructive Feedback

View criticism as an opportunity to align more closely with executive expectations and refine your approach. Before your meeting, prepare for challenging questions by anticipating executive concerns.

  • • Remember that the C-suite is composed of humans—they value transparency, adaptability, and relevance.

  • • Stay composed and confident when faced with critical feedback and pivot the conversation toward shared goals.

Bringing It All Together

Angie Smith’s session was a masterclass in transforming data into actionable decisions. By understanding the executive mindset, prioritizing impact, leading with a compelling story, and tying it all back to organizational goals, marketers can deliver presentations that resonate in the boardroom.

When building your next business case, ask yourself:
• Am I addressing what matters most to the C-suite?
• Is my presentation focused, impactful, and actionable?
• Can I clearly demonstrate the “so what?” of my data?

By answering these questions and adopting the provided approach, you’ll be well-equipped to transform your event insights into strategies that win boardroom approval.

Amanda Retter
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