From Data to Decisions

# exec buy-in

# win-loss

Bringing competitive, market and buyer insights to the executive table

Clara Smyth

Dustin Ray

Great competitive intelligence is worthless if it dies in a slide deck. That was the theme of Clara Smyth and Dustin Ray’s session on turning compete insights into executive action. Through a mix of hard-earned lessons and practical frameworks, they broke down how to get executive buy-in for competitive intelligence. The key? Start with quality data, and be honest about what you know and don’t know.

🌶️ Pipin’ Hot Takeaways:

As compete pros, we live in the data trenches daily. The real skill? Cutting through the noise to find signal.

CI reports without action are just pretty PDFs – lead with prescriptive insights that align with objectives

Be your executive team’s early warning system. Show them what they don’t know with courage and humility

🎤 Mic Drop Moments:

On Impact: “Is an insights report that isn’t actioned on worth making? – Clara

On Visibility: “Nobody really understands what we do outside of CI and product marketing. So if we don’t say it, who will? You have to be your best champion and your best critic.” –Dustin

Session slides👇

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Because nobody went to school for competitive intelligence.

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From Data to Decisions

Bringing competitive, market and buyer insights to the executive table

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