Lead with evidence, not an agency deck
Prospects already expect an agency to say it can improve performance. A quantified account finding is more persuasive because it demonstrates judgment on the prospect's own data.
Lead with the largest defensible opportunity. Explain the observed behavior, the likely cause, the evidence supporting it, and the financial impact without exaggerating certainty.
Make every finding decision-ready
A finding should be understandable without exposing internal rule identifiers or raw platform jargon. The client needs the business consequence and a practical next action.
- What is happening in plain language.
- Why the pattern is occurring and which alternatives were ruled out.
- The exact account evidence and reporting period.
- Estimated impact, with assumptions clearly separated from measured values.
- The first action, owner, and expected result.
Use restraint to build trust
Do not manufacture a dollar figure when the account does not support one. Mark the opportunity as directional and explain what data is required to quantify it.
A strong close is a prioritized 30-day plan, not a list of every setting that could theoretically be changed. The audit should make the next decision obvious.