→ Watch more videos in this playlist on YouTube

Our Perspective

What this means for leaders navigating growth, change or transformation in their organisation.

The Proof Gap

Most growth teams collect case studies as if volume were persuasion. Buyers don’t think that way. They look for fit: evidence that resolves their specific risk, in their market, on their timeline. Expectations are rising too. Gartner reports that 86% of business-to-business (B2B) customers want suppliers to already be knowledgeable about their personal details in service moments, which is another way of saying relevance is non‑negotiable. Proof must connect to the buyer’s context and the decision they’re making now, otherwise it quietly erodes trust rather than building it.

What Buyers Test

When a buyer scans your claims, they’re running a quick triage. Make it effortless for them to tick the boxes:

• Risk: what can go wrong, and how you prevent and recover.
• Comparability: a clear baseline or credible peer benchmark.
• Verifiability: transparent method, named data source, identifiable owner.
• Context: who it applies to, the before/after, and the timeframe.

Numbers matter, but they only land when the basis of comparison is explicit and the route to check is simple.

Design For Decisions

Treat evidence as a product. Define the claim, comparator and metric before you write a word. Then choose the right format: an in‑product screenshot for usage claims, a short demo for time‑to‑value, an independent review when neutrality matters. Add risk‑reducing elements that buyers actually use—trial periods, price protection, and clear data and privacy assurances—so the proof is felt, not just read.

In our experience with growth‑stage organisations, the breakthrough comes when teams stop adding testimonials and start mapping the proof gaps by buyer role, use case and perceived risk. That shift turns scattered anecdotes into a set of decision‑grade exhibits.

Make Proof Operate

Proof needs an operating rhythm, not sporadic hero assets. Create:

• A curated library indexed by buyer, use case, industry and claim strength.
• Lightweight governance to check baselines, sources and expiry dates.
• Journey sequencing: signal early, validate mid‑funnel, verify with trials or audits late.
• Feedback loops from sales and customer success to retire or refresh items.

Build once, reuse often—and measure where each piece accelerates or clarifies decisions.

Leadership Implications

This is ultimately brand as evidence engine. Done well, you earn category credibility, compress buying timelines, and justify higher average contract values because your promises are demonstrably kept. At the micro level, your teams sell with focus; at the macro level, your market sees a brand that reduces uncertainty. The organisations that win will make proof a design choice, not an afterthought—turning intent into outcomes buyers can verify.

Sources:

• Gartner Survey Reveals 86% of B2B Customers Expect Companies to Be Well‑Informed About Their Personal Information During Service Interactions — Gartner

1. Clarifying Vision: Bridging Purpose and Strategy
2. Aligning Mission and Revenue: A Guide for Mid-Market Leaders
3. Aligning Brand and Strategy to Overcome Misalignment