cautious when it comes to marketing claims and metrics. After all, they might be expected to deliver the same results stated in the case study that was used to influence the purchase decision. Metrics can be valuable in demonstrating the value of a solution or product. But are metrics always valuable? When is it appropriate to soften the claims you make, or even avoid using metrics altogether? The answer is twofold. Let’s consider each, in turn.

The value of metrics in a purchase decision depends on your audience. Imagine an IT director who wants to pitch your software to her CTO. She shows the CTO case studies that state metrics for productivity improvements and cost savings. The metrics prove the business value. But there’s a chance the metrics will set a performance bar for her and her organization. In this scenario, the CTO might expect similar cost savings and productivity improvements—and even reduce the director’s headcount or budget accordingly. The next time that IT director looks for evidence to support a software purchase decision, she will probably look for evidence that eschews metrics. What would your audience say? Do they want to see metrics in your customer evidence?

How you state metrics and claims can make all the difference. While we can all be skeptical, prospective clients appreciate honest dialogue. They turn to case studies to discover how your software, solution, or service solves real business problems. If you use metrics, do your best to support and explain them and provide context.

Customers and prospects also want to know how your company thinks and what you value. How do you approach a problem? Do you exist to sell products or serve customers? By telling a compelling story and avoiding lofty or unsupported claims, you’ll invite dialogue with and garner trust from prospective customers.

The Takeaway
Study your audience to find out whether they like, dislike, or find metrics valuable when they are considering their options and making technology purchase decisions.

Target your message and tailor your metrics (or lack of them) to your audience. You’ll have better success connecting with customers to show the value of your offerings.